Pepsi and its 'Burgers go #BetterWithPepsi campaign'​

On National Hamburger Day, Friday, 27 May, Pepsi brought a unique way of seeing the fast-food world marketing.

They have twisted a common habit into an amazing marketing strategy. Most of us, actually all of us, wanna have a soft drink while enjoying a burger. What if one replaces one's regular soft drink with Pepsi and finds something astonishing?

To prove that, Pepsi asked people to have any burger they love to eat with Pepsi on 27th May. And Pepsi will be served free of charge. Besides this, they have also used another interesting approach to take the campaign to next level.

"All burgers go #BetterWithPepsi even when we are not on the menu, we are on the picture." and through this one particular line, they have shown how amazingly the circle of Pepsi goes along with 3 top burger providers.

So, what was the process to participate:

- Sharing a photo with a burger and a Pepsi with the hashtag #BetterWithPepsi on social media. Later on, the brand will approach to Verify the receipt and pay the amount through PayPal or Digital Gift Card.

Or

- Clicking on the #BetterWithPepsi ad on FB or Insta and sharing the receipt there.

And what's the outcome?

- The Pepsi-commissioned blind taste test and consumer survey found 60% of the participants preferred their Big Mac, Whopper, or Dave's Single with Pepsi rather than a Coke.

- Consumers also state that they believe now Pepsi enhances the taste of the flavors.

- Pepsi drinkers are four to five times more like to be disappointed by the existing soft drinks chain at the biggest burger places.

Why PepsiCo was so confident about the success of this campaign:

VP of Marketing, Pepsi, Todd Kaplan said, "For decades, consumers have not had the chance to enjoy the optimal taste combination they deserve."

It's also scientifically proven that Pepsi has a very unique flavor of ground beef and cheese which acts as the perfect complement with the burger. On the other hand, other cola brands have heavy vanilla and over flooded raisin flavor which overshadows the taste of a burger.

The steps being taken before this huge campaign:

Taste Test:

In 2020, an independent sensory and product evaluation was done on 233 Male and Female consumers aged 25-45 and regular fast food consumers.

Attitude and Usage Survey:

In August 2020, a survey was conducted on Male and females in Los Angeles over the age of 18 or so who are frequent consumers of burgers with soft drinks.

The whole process had been really interesting to study and learn from. There are few more details have been mentioned through this campaign design. Will hopefully share in the future. Please also comment your thoughts and opinion on this. Would love to hear!

Tanha Wahid Adrita

Senior Marketing Associate