In a bold move, Pepsi is taking on its longtime competitor, Coca-Cola, aiming to become the top choice for cola pairing with rum. The new initiative is part of Pepsi’s broader campaign, #BetterwithPepsi, which emphasizes Pepsi’s superiority as a beverage partner.
Understanding the cultural significance of the “Cuba libre” cocktail made with rum and Coke, Pepsi has taken up the challenge to change consumer preferences. Collaborating with Drizly, Pepsi has rolled out special delivery offers to customers using the #BetterWithPepsi code at checkout.
Going back to strategies similar to the original Pepsi Challenge of the ’70s, the soda giant commissioned an independent firm to conduct a survey. The research across Chicago, Phoenix, and Tampa markets found that over half of the respondents favored Pepsi with rum over Coke.
The company is also unveiling creative advertising campaigns, including print and Out-Of-Home (OOH) placements in major cities such as Atlanta, Los Angeles, Miami, New Orleans, and New York City. One tagline reads, “Not behind the bar? Always in the picture,” a nod to Coke’s traditional dominance in bars and venues.
This strategic move by Pepsi is a fascinating attempt to shake up the market dynamics in the beverage industry. By targeting a combination as iconic as rum and Coke, Pepsi is not only challenging a well-established preference but also innovating in its marketing approach. The partnership with Drizly and the use of targeted advertising show a commitment to modern, data-driven strategies. Whether or not Pepsi succeeds in this venture, it highlights the company’s bold and competitive spirit. The outcome of this campaign could potentially redefine cola preferences, reflecting the ever-changing landscape of consumer tastes and brand loyalty.