Alma
Pepsi
Better with Pepsi
2022
It’s not every day that you are lucky enough to create a campaign that is acclaimed by both the advertising industry and consumers worldwide. Lucky for us, Better with Pepsi did just that.
We recognized a unique opportunity to challenge the longstanding dominance of Coca-Cola in the beverage lineup of major burger chains, which hadn’t allowed Pepsi products for over 30 years. This allowed us to redefine how consumers perceive the connection between Pepsi and America’s favorite fast-food burgers.
The industry still has a lot of prejudice when it comes to proactive work, and I believe this campaign proves them wrong. This was a 100% proactive effort that was sold to the client because it aligned with the brand’s strategy in the food space. Without that alignment, proactive work becomes merely an award play, and most clients don’t love that. Speaking of clients, with so many legal challenges, the campaign was only possible due to the passion and commitment from our bold and challenger partners at Pepsi. It took them almost two years to sell it internally, making this a prime example of truly collaborative work.
In the end, the campaign resonated widely in both media and pop culture, quickly becoming a topic of conversation and highlighting the playful rivalry between cola brands. Besides stealing market share from Coke and igniting new burger partnerships for Pepsi, the campaign was named the #2 best campaign in the world by The Drum in 2022 and won more than 100 international awards, including multiple golds and GPs.
But the best award was definitely seeing the campaign being shared in my family group chat without anyone knowing it was mine.