To understand what consumers in the US prefer to drink with their burgers, Pepsi commissioned a third-party blind taste test to discover how burgers from the top three chains in the US paired with different beverages. The results: participants preferred Pepsi over Coke, an insight that formed the basis of the #BetterWithPepsi campaign. The campaign involved an origami artist, who used burger wrappers to make new creations, and generated reactions globally, earning more than 3.6 billion impressions, a 29% increase in brand consideration in 2021, and a 1.1-point share swing from Coke.
What did the judges have to say?
"For me, this piece of work is an obvious winner from the very beginning. I could imagine how boring the client brief could be, basically asking the agency to come up with a set of visuals to share their taste test result with the public. But the creative transformed this message into a brilliant and extremely simple execution. The campaign puts a smile on my face; it's super well-crafted regarding the whole process of making these images. It's a pure ad, just like those pieces which inspired me a lot when I entered this industry. So in many aspects, I love it!"Lili Jiang, Group Creative Director, Cheil Hong Kong
"There were some standout pieces of work this year, and some had more powerful context and provocations than this one. But what I love about this is that it put great creativity and craft into the most mundane of briefs that probably lands on all our desks - food tastes best with Pepsi. But to take something so functional and turn it into something so beautiful – that's genius for me."Rahul Mathew, Chief Creative Officer, DDB Mudra Group
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.