Pepsi Shares the Story Behind Its Brilliant Burger-Wrapper Ads

How a 'nebulous artistic exercise' yielded some of the brand's best work in years

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Sometimes an ad idea is so perfect, creatives find it almost painful to look at. It fills you with a mix of admiration, jealousy and tentative optimism that you’ll think of something so pure for a client someday.

That’s been a consistent reaction to Pepsi’s newest work from Miami-based agency Alma DDB since the newest executions in the soft drink’s #BetterWithPepsi campaign debuted.

While the visual—Pepsi’s logo revealed in the crumpled folds of easily identifiable hamburger wrappers—is spot-on, the work is amplified by its counterintuitive message: that Pepsi is better with burgers from chains that notably don’t serve Pepsi at all.

It’s a combo that immediately gotten consumers curious and left creatives downright wistful in their appreciation.

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