Pepsi takes aim at Coke in cheeky new campaign
Pepsi has taken aim at Coke in a cheeky out-of-home campaign that urges consumers to aim higher than it “tastes OK” when making their fizzy, caffeinated beverage choice.
The ‘Tastes OK’ campaign, via Special, launches today, and “highlights a design flaw that’s been hiding in plain sight in the name of the brand’s biggest competitor”.
The campaign will feature at OOH sites across the country, as well as in print, display, publisher partnerships, an influencer program, and social signs.
“We have long known that Pepsi Max tastes better than our main competitor and this latest campaign helps us reinforce our position as a challenger brand,” explains Vandita Pandey, chief marketing officer ANZ, snacks and Beverages at PepsiCo.
“Australia’s meals are not being done justice, palates across the nation are being deprived, whilst consumers settle for OK. Working with Special Group to bring to life our bold and disruptive nature with a little light-hearted fun is something we know resonates well with customers.”
Simon Gibson and Nils Eberhardt, Creative Directors at Special said: “Getting briefed to work on the ‘Tastes Better’ campaign is exciting and intimidating in equal measure.
“It’s such a bold and direct line and it’s led to great work in the past, so we all knew we needed to do something that lived up to it. Then, our competitor did it for us. We saw an image they put out into the world and noticed something we couldn’t unsee.”
CREDITS:
CLIENT: PepsiCo
Chief Marketing Officer, Snacks & Beverages: Vandita Pandey
Head of Marketing Beverages: Susan Press
Marketing Manager: Tiana Handel
Brand Manager: Candy Wong
CREATIVE AGENCY: Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Client Services Director: Richard Sweetman
Creative Directors: Simon Gibson & Nils Eberhardt
Team Lead: Michelle Braslin
Business Director: Maddie Armstrong
Head of Stills: Nick Lilley
Integrated Producer: Danielle Senecky
Integrated Producer: Emily Willis
PR Managing Director: Alex Bryant
PR Account Director: Sarah Halpin
Creative Strategist: Kate Wilkinson
MEDIA AGENCY: Trio (PHD Australia)
Group Business Director: Jen Jones
Planning Director: Gilbert Lee
Senior Investment Manager: Mikeah Irving
PRODUCTION COMPANY: Pool Collective
Photographer: Danny Eastwood
Production Company Producer: Zoe Izzard
Retoucher: Mark Sterne
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Great to see the bright minds at Special flexing into other big brand campaigns.
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