Creative and Effective in a Different Sector

Pepsi's Better with Pepsi campaign won both creative and effective awards. The insight for the campaign was that in blind taste tests 60% of participants preferred Pepsi to Coke but Pepsi wasn't available in the top US burger chains. That's like Wendy's, McDonald's, Burger King. They all serve Coke. So what Pepsi did was to use an origami artist to fold the paper bag logos of those top three burgers into a Pepsi logo. And then they had a final ad that showed the mascots of those three borrowed logo chains walking together with Pepsi's in their hands.