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Entrant: alma DDB, Miami
Brand: Pepsi
Title(s): "Better with Pepsi - Bacardi", "Better with Pepsi - Captain"
Corporate Name of Client: PepsiCo
Client Company: Pepsi
Chief Marketing Officer: Todd Kaplan
Client Marketing Directors: Jenny Danzi/Kim Pepe
Agency: alma DDB, Miami
Agency Chief Executive Officer: Isaac Mizrahi
Agency Presidents: Isaac Mizrahi/Alvar Suñol
Chief Creative Officer: Alvar Suñol
Executive Creative Director: Daniel Correa
Creative Director: Bruno Trad
Agency Account Supervisor: Vanessa Foinquinos
Agency Group Account Director: Karen Udler
Production Company: Carbo Films
Photographer: Marçal Vaquer
Executive Producer: Jay Rivera
Lead Artist: Raya Sader

Description:
In the U.S., the rum and cola cocktail is typically made with Coke. But, despite this, it’s proven that Pepsi is the preferred choice when enjoying your favorite rum.

Although Pepsi can proudly be deemed the best tasting, the brand faces challenges via Coke’s market domination, largely fueled by the brand’s exclusivity rights that many businesses across the country have.

So, the brand needed to create a visual campaign that creatively explained that consumers were getting the bar call order wrong all along.

As a follow-up to the original Better With Pepsi print campaign where Pepsi challenged burger chains’ exclusivity deals with Coke, the Better With Pepsi Rum effort takes the magnitude of the platform to the next level, leaning into the universal tension of challenging the Rum and Coke, a drink known and enjoyed worldwide.

The images earned 432MM impressions via earned media and OOH, and supported the brands effort in getting 589 bars in the U.S. switched to Pepsi from Coke.