Pepsi Goes Better With Burgers

Communicating a new claim can often be a marketing formula for success, as it can propel a brand back into the news and back into relevancy with consumers. Competitive claims aren’t easy to come by, however, so often a brand has to get creative.

Like the recent claim from Pepsi that it “goes better with burgers,” presumably better than arch rival Coke. Pepsi launched the claim on National Burger Day this year in the US, with a series of clever social posts that features the wrappers of the biggest burger chains where the Pepsi logo mysteriously forms.

Just another little moment in the ongoing cola wars!

The social campaign included a promotion to win a Pepsi if you post a picture of the brand with a burger. And of course the only thing bigger than the cola wars are the burger wars!

I don’t have the data to know if this worked, but given the summer “holiday” then the timing seems perfect and the imagery very clever. Does make you want to have a burger and soda! Hidden messages are always fun to dissect.

What’s your take? What’s your experience? JIM