Pepsi and agency Alma received industry accolades for the 2021 “Better With Pepsi” campaign, which uncovered the brand’s logo in the crumpled folds of burger wrappers from fast-food chains that don’t even serve the soft drink. The latest iteration shows Pepsi’s logo hiding in plain sight in Captain Morgan and Bacardi branding, encouraging drinkers to rethink their rum and Coke order.
While the previous chapter made the point that Pepsi is a better pairing with burgers than that other cola, the brand’s new visual trick challenges the “default” cocktail combination made with a rum and Coca-Cola, said Pepsi chief marketing officer Todd Kaplan.
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