• by Fern Siegel , November 18, 2024

Pepsi is on a mission. It thinks the drink should be served with a burger. So it launched a new push  — “Undercover Cups”  — and targeted popular fast-food chains McDonald’s, Burger King and Wendy’s.

The 125-year-old brand is using disguised fountain cups, part of the "Pepsi Chase Cars" fleet, to replace the beverages of diners. The stunt is to remind audiences that Burgers Deserve Pepsi. In September's "Chase Cars," Pepsi agents chased pizza delivery drivers to add Pepsi to orders. The spot also delivered 5 million views on YouTube.

BBDO Worldwide handled the creative.

The ad, now running on YouTube, Instagram, Facebook, X and TikTok, features undercover Pepsi agents and their specially-outfitted soda-machine cars. The goal is to infiltrate the three major franchises — inside and out — to provide ice-cold Pepsi in disguised cups. (All three have partnerships with Coca-Cola.)

The Pepsi reps face angry managers and confused customers to make their point.

“At Pepsi, we understand the power of great flavor. Nothing enhances the taste of your burger like an ice-cold Pepsi,” said Jenny Danzi, head of brand marketing, Pepsi. “Even when we’re not on the fountain, we’re going to help people score the optimal pairing, because nothing should stop you from enjoying your meal to the fullest. We’re encouraging fans to stop leaving taste on the table.”

“Pepsi Chase Cars” and “Undercover Cups” are part of the Food Deserves Pepsi platform.

BBDO Worldwide's client work includes Bodyform, Volkswagen, Meta, Home Depot and Pedigree.