afaqs! news bureau
Marketing

Pepsi uses hidden logos to claim it goes better with burgers than coke

It’s the cola brand’s push to fight Coke’s decades-long dominance at Wendy’s, Burger King, and McDonald’s.

Cola major Pepsi has shot some fizz at rival Coke with a new campaign for National Burger Day (May 28) where it claims it goes better with burgers than its rival.

Pepsi had a blind taste test conducted by an independent sensory and product evaluation firm in the LA market with adult consumers who frequent fast-food burger restaurants. Approximately 60 per cent of participants preferred their Big Mac, Whopper and Dave's Single with Pepsi over Coke.

Pepsi uses hidden logos to claim it goes better with burgers than coke

"For decades, consumers have not had the chance to enjoy the optimal taste combination they deserve at many burger chains – a burger with an ice-cold, refreshing Pepsi," said Todd Kaplan, VP of Marketing, Pepsi.

Pepsi uses hidden logos to claim it goes better with burgers than coke

To drill down this claim, Pepsi worked with agencies Alma and VaynerMedia for this campaign where wrappers of the three QSR brands were folded in ways so that a Pepsi logo could be spotted on them.

"We know that burgers go better with Pepsi, so we want to provide burger-lovers with the long-overdue opportunity to try the one elusive but deliciously perfect combo – a juicy, meaty, topping-stuffed burger with a Pepsi.”

”Our #BetterWithPepsi initiative is a fun way for us to reinforce the role that Pepsi plays in elevating the taste of burgers, while also reminding consumers that they have a choice when it comes to beverages," he added.

Folks need to share a photo of themselves with a Pepsi and any burger of their choice purchased that day – even burgers from restaurants that don't serve Pepsi – on Twitter, Instagram or Facebook with the hashtag #BetterWithPepsi. Then, the brand will reach out to verify the consumer's associated receipt(s) that clearly show a burger and a Pepsi purchase.

Once the brand verifies the receipt(s), consumers will be provided with a rebate via Venmo, PayPal, or digital gift card up to $3.49.

This campaign is part of the #BetterWithPepsi creative campaign launched earlier this month.

Back home in India, Kingfisher, a leading beer brand had run a campaign in 2018 to promote its best brand as the best drink to go with food.