Dive Temporary:
- Pepsi is making one other pitch because the superior tender drink pairing with burgers with new “Undercover Cups” stunt movies, per particulars shared with Advertising Dive.
- The guerilla-style advertising and marketing sees Pepsi brokers barge into areas of the three largest U.S. burger chains to snag prospects’ drinks and exchange them with Pepsi. McDonald’s, Burger King and Wendy’s have official partnerships with rival Coca-Cola.
- “Undercover Cups,” a pun on undercover cops, is operating on YouTube, Instagram, Fb, X and TikTok. Pepsi stepping up its tit-for-tat advertising and marketing with opponents follows the model shedding its spot because the No. 2 soda within the U.S.
Dive Perception:
Pepsi has made meals pairings a spotlight of its advertising and marketing for a number of years, however “Undercover Cups” sees the model return to extra direct photographs throughout the bow at its largest competitor — together with the quick meals chains that completely carry Coke merchandise. “Undercover Cups” builds on a “Pepsi Chase Automobiles” marketing campaign launched in September that depicts Pepsi brokers chasing down pizza supply drivers so as to add Pepsi to their orders within the nick of time.
Pepsi’s crack crew is again in “Undercover Cups,” as is a brand-themed sports activities automotive kitted out with fountain machines for serving up ice-cold soda on the go. Within the new social content material, Pepsi brokers barge into McDonald’s, Burger King and Wendy’s areas, swapping out diners’ tender drink orders with Pepsi and provoking shocked — and in some circumstances, expletive-filled — reactions from prospects and retailer managers. Bloopers and cut-downs of the video shall be shared on social media.
The alternative fountain cups featured in “Undercover Cups” toy with McDonald’s, Burger King and Wendy’s iconography. One exhibits the Wendy’s mascot sipping on soda, her signature crimson hair turned Pepsi-blue, whereas one other sandwiches the phrase “That is Pepsi” into the Burger King emblem. BBDO is the artistic company behind the idea that argues “Burgers deserve Pepsi.”
“Undercover Cups” lands forward of Nationwide Quick-Meals Day on Nov. 16, when DoorDash prospects can obtain $5 off an order that features Pepsi from collaborating eating places Fatburger, KFC and Taco Bell. DoorDash was additionally a companion on “Pepsi Chase Automobiles.”
Pepsi in 2021 debuted a #BetterwithPepsi platform with a marketing campaign that equally riffed on McDonald’s, Burger King and Wendy’s imagery and ribbed their desire for Coke. #BetterwithPepsi advanced through the years to place Pepsi as the perfect drink for meals like pizza, scorching canines and cookout meals.
“Pepsi Chase Automobiles” and “Undercover Cups” are a part of a Meals Deserves Pepsi platform that seems largely the identical, however with a heavier bent towards candid-camera advertising and marketing that goals to go viral. #BetterwithPepsi was the brainchild of former Pepsi CMO Todd Kaplan, who departed the CPG large for Kraft Heinz earlier this 12 months.
“Pepsi Chase Automobiles” proved a success with shoppers, racking up over 5 million views on YouTube. Retaining Pepsi within the on-line dialog shall be necessary because the model vies for the {dollars} of price-conscious consumers and fights to win again market share. Dr Pepper surpassed Pepsi because the No. 2 tender drink within the U.S. in June, in accordance with Beverage Digest information.
