Pepsi is once again taking aim at its chief competitor with a new summer marketing campaign inspired by the iconic “Share a Coke” campaign, according to details shared with Marketing Dive. Instead of selling bottles with different names like Coke does, Pepsi is using the concept to highlight its association with food pairings. Limited-time packaging will feature words like “Burgers” and “Wings” instead of personal names.
The soda brand is running out-of-home and radio ads in key markets to reinforce the message behind “Food Deserves Pepsi.” This move is part of Pepsi’s strategy to regain its declining market share in the United States.
This new campaign comes just months after Coke brought back its “Share a Coke” campaign to engage Gen Z consumers. Pepsi is putting its own twist on the idea by emphasizing that its soda is the perfect accompaniment to popular summer foods like burgers, wings, and hot dogs. The brand is challenging the idea of sharing a soda with a friend or family member, suggesting that sharing it with delicious food is a better option.
Pepsi’s new packaging takes a page from Coke’s playbook by replacing names with food items relevant to the summer season. Custom Pepsi bottles will be available through a social media giveaway, as well as at the Eeeeatscon event in Los Angeles.
In addition to the packaging, Pepsi is launching out-of-home media buys in major cities and radio ads to promote its offerings. The brand has also partnered with DoorDash for a promotion offering $5 off orders with two Pepsi-Cola beverages for a limited time.
This latest campaign follows Pepsi’s previous marketing stunts where the brand’s team of Crashers infiltrated barbecues and other events to swap out Coke products for Pepsi. These unconventional tactics have been part of Pepsi’s efforts to differentiate itself from its main competitor and reclaim lost market share.
Overall, Pepsi’s new marketing campaign aims to capture consumer attention and increase sales by highlighting the brand’s connection to popular food pairings. With a mix of traditional and digital marketing strategies, Pepsi is hoping to win over consumers and boost its standing in the competitive beverage market.
