Pepsi is working hard to attach their brand to popular fast food choices. The #BetterWithPepsi campaign is backed by a blind taste test claim that their fizzy drink goes better with Big Mac or Whopper burgers than rival Coca-Cola.
Recent creative work has been superbly distinctive and provocative. Showing wrappers for Burger King, McDonald’s and Wendy’s (which only sell Coke) it circles a Pepsi logo already present. Targeting national burger day (which I confess was not in my calendar) it was also timed perfectively. It is a great example of opportunistic creativity that delivers on strategic intent.
With meal delivery growing the Pepsi need to connect to fast food occasions is more important than ever. Coca-Cola as the partner of McDonald’s and Burger King benefits from increased availability, saliency and habit. In demonstrating a consumer preference Pepsi is encouraging their consideration for home prepared meals and strengthening future efforts to displace Coca-Cola from strategic partnerships.
The likes of Burger King are sustaining Coca Cola-saliency and implicitly suggesting a better fit with their menu.
Pepsi is a reminder of the importance of targeting those occasions where your product is most readily considered, and connecting to the high penetration primary purchases within this. Having made the big choice, consumers are happy to make a quick follow-up decision. Fizzy drink consideration flows from a pizza choice in the same way home insurance follows a mortgage purchase.
Pepsi is both an inspiration and a warning for other brands to consider the strength of their connection to key occasions and the breadth of their partnerships to support this. The Pepsico team would much prefer that their hidden logo in wrappers showcased a union with McDonald’s or Burger King. Availability beats preference when it comes to sales.
This blog was prompted by this DRUM article highlighting the campaign