Suck it and Pepsi.
It’s always fun when brands get a bit snarky with each other. And everyone knows snarkyness hits hardest when backed up with watertight consumer insight.
Pepsi have been taking shots at Coca-Cola this week in an attempt to prove that their product is a superior bedfellow for spiced rum, following a study which found that 56% of surveyed adult consumers prefer Pepsi as a mixer compared to Coke. Granted, Pepsi commissioned the study themselves, but that oughtn’t have any bearing on its credibility. And while 56% isn’t exactly a landslide, it is a greater margin than the one that saw us jettisoned out of the EU.
Rather than just shouting “WE WIN! 56%! THAT’S MORE THAN 44%!!”, Pepsi opted to bring this finding to life with some clandestine creativity. They released a series of high-profile print and OOH placements that reveal hidden Pepsi globes in the logos of leading rum labels like Captain Morgan and Bacardi. Sneaky. That art director deserves a tip of the angler’s cap.
It’s just a shame it won’t make any difference to a single consumer. The fact that we literally call the drink a ‘rum and coke’ probably doesn’t help Pepsi’s sales pitch. But it’s still a nice idea well executed.Read Original Story