The Pepsi Burger Ads - A Very Unusual Advertising Campaign

Advertising research company System One looked into the ads effectiveness and potential for brand growth. They found them to be strong in terms of predicting long term market share growth. But then on the counter, they found that the ads had slightly low fluency scores. And what they concluded was that it's quite a rare example of a campaign that feels like a short term activation promotion but might actually work better as a long term play.