Publication: Communication Arts
By: Alvar Suñol
Date: September 28, 2022
The results from the study were encouraging, and we wanted to communicate them to consumers in a way that made them look at US burger chains differently. By recognizing the cultural truth and tension of many chains not offering Pepsi, we were able to encourage consumers to take their drink of choice into their own hands.
The campaign demonstrates that when there’s a great, relevant idea contextualized with real tension that the brand embraces and amplifies, no media or format can kill it—not even print in its purest and most classic state and form. It also reminds us that no matter what new, trendy technology or platform is being used to grab consumer attention, simplicity always wins.