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Soda giant Pepsi is back with another hilarious antic in a cheeky new spot.
The brand is a firm believer that its soft drink is the perfect beverage to pair with your favorite burgers, so it went to different popular fast-food giants partnered with rival Coca-Cola to prove that every burger deserves a Pepsi.
"Undercover Cups" sees the Pepsi team sneakily standing by at Burger King, McDonald's, and Wendy's to discreetly hand customers a cup of Pepsi to go with their Big Macs, Whoppers, and Baconators.
“We wanted to show fast food diners that Pepsi makes their burgers taste better — even burgers that have never been served with Pepsi. So we redesigned fountain cups to feature Pepsi references, and went undercover to show consumers that Pepsi can be a part of their favorite fast casual meals," Peter Kain, BBDO Executive Creative Director told DesignRush.
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The latest from Pepsi follows up on its previous stunts performed under the "Food Deserves Pepsi" platform, letting everyone know that a meal without Pepsi is a missed opportunity.
“At Pepsi, we believe we offer the best-tasting cola. However, during certain dining occasions, like eating at some fast-food burger chains, our product isn't always readily available. Our campaign, "Burgers Deserve Pepsi: Undercover Cups," created in collaboration with BBDO, is our bold creative expression that your Food Deserves Pepsi," Pepsi Head of Brand Marketing Jenny Danzi shared with DesignRush.
"Without it, you're leaving taste on the table. We are energized by this new portfolio of work we're building because it springs from our challenger spirit, and we see many people responding positively—and sometimes unexpectedly—to it," she added.
Pepsi's brand marketing strategy positions it as an essential partner to fast-food favorites, driving brand recall and making it a fearsome competitor within its category.
"Undercover Cups" also subtly acts as a B2B marketing campaign, letting fast-food giants know that their consumers would love Pepsi with their burgers.
A Match Made in Heaven
The one-minute spot starts off with the Pepsi team arriving at a Wendy's branch aboard the car featured in the previous "Pepsi Chase Cars" spot.
"Every burger deserves a Pepsi. So we decided to go undercover," the screen writes.
The team then opens their trunk to unveil a soda dispenser, so they can sneak Pepsi into places that don't serve it.
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Different customers across Burger King, Wendy's, and McDonald's react to the stunt, with some being caught off guard and irritated.
During one of their visits, they even come across a Coca-Cola deliveryman shipping boxes of sodas into a McDonald's, blowing their cover.
Eventually, it's revealed that the customers initially annoyed at being served a different drink were, in fact, pleased with their sodas.
"Sure, taking Pepsi from strangers seems shady. But eating a burger without Pepsi? That's just crazy," the screen writes, as the advert ends.
Previously, Pepsi partnered with renowned stylist and image architect Law Roach for a limited-edition 70s capsule collection inspired by its Wild Cherry flavor.
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