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

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in