Silver
Print
Craft - Art Direction Campaign
| 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 |
| Photographer: | Marçal Vaquer |
Description:
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.