BRIEF

Pepsi had been losing market share to Coke for 25 years and was recently passed by Dr. Pepper. They needed new news to get people to re-evaluate their choice of sodas.

STRATEGY

There’s actual science to prove that indulgent foods like pizza taste better with Pepsi. But because pizza chains like Domino’s have exclusive agreements with Coke, their customers can’t experience the difference for themselves.

IDEA

We staged a stunt where a team of LA improv actors followed pizza delivery drivers from Dominos and other places that don’t have Pepsi. After they delivered the pizza, we delivered the customers a 12-pack of Pepsi to try with their pizza. (And no, we didn’t get permission from Domino’s).
Pepsi Zero Sugar sales rose
21.5%
during the duration of the campaign
12M+ VIEWS
on TikTok in first week of launch.
Positive brand equity
+580K
for Pepsi with food occasions during the campaign.