Pepsi is gearing up for a new summer marketing campaign that takes a playful jab at its rival, Coca-Cola. Instead of following in Coke’s footsteps with personalized bottles featuring names, Pepsi is putting a twist on the concept by highlighting its compatibility with food pairings. Limited-time packaging will showcase words like “Burgers” and “Wings” rather than individual names.
The soda giant is launching out-of-home and radio ads in key markets to promote its message of “Food Deserves Pepsi.” This move comes as Pepsi aims to regain market share in the U.S. market.
Following Coke’s successful “Share a Coke” campaign aimed at engaging Gen Z consumers, Pepsi is leveraging the idea to reinforce its long-standing brand platform centered around pairing its soft drink with food. The original “Share a Coke” campaign was a hit, boosting sales during a time when consumers, especially younger ones, were shifting away from sugary beverages.
In response to the return of the popular campaign, Pepsi is highlighting the idea that sharing a soda with a friend is less exciting than enjoying one alongside summer classics like burgers, wings, and hot dogs. Despite slipping to the No. 4 spot in the carbonated soft drink market in the U.S., Pepsi is looking to regain ground with this new marketing approach.
The new Pepsi packaging draws inspiration from Coke’s strategy, featuring food items instead of names to align with the summer season. Consumers can get their hands on these custom Pepsi bottles through a social media giveaway, Pepsi Drops platform, and at Eeeeatscon in Los Angeles.
To further promote its offerings, Pepsi is launching out-of-home media campaigns in major cities and radio ads in select markets. Additionally, the brand is partnering with DoorDash on a special promotion for orders containing two Pepsi-Cola beverages.
This playful take on the “Share a Coke” campaign comes on the heels of Pepsi’s recent ads featuring the “Crashers” team, who covertly convince people to switch to Pepsi by swapping out Cokes at barbecues, delivery drivers, and restaurants exclusively serving Coca-Cola products.
Overall, Pepsi’s unique spin on the popular marketing trend aims to engage consumers and reinforce its position as a top choice for pairing with delicious food options.