For 30 years, the top three US burger chains – McDonalds, Burger King and Wendy’s – have sold only Coke, while research reveals that 60% of people prefer Pepsi.
To prove that burgers are ‘Better with Pepsi’, Pepsi employed an origami artist to fold the wrappers of each brand to find the hidden Pepsi logos within their own. They then turned the wrappers into striking, close-up images that appeared as ads in national newspapers, social media, and outside of burger chain headquarters and stores.
The release coincided with National Burger Day and saw great reception from the public, resulting in three new burger chain partnerships.
The Drum, 2022
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