• by Danielle Oster , Yesterday

This spring, Coca-Cola revived its popular “Share a Coke” campaign, with a digital marketing focus designed to reach a new generation. Now Pepsi would like a word.

The cola brand launched a summer “Share a Pepsi” campaign, tying that sentiment to its focus on food pairings, while throwing some shade at its rival. Instead of including people’s names on its limited-edition bottles, Pepsi is calling on consumers to “Share a Pepsi” with their favorite meals.

Its 20-ounce “Share a Pepsi” bottles of Pepsi Zero Sugar are emblazoned with the name of summer go-tos like burgers, hot dogs, pizza, and tacos. In addition to responding to Coca-Cola’s revival, the campaign also is designed to build on “The Pepsi Challenge,” which promoted the brand’s zero sugar offering as having the superior flavor.

The campaign will run across out-of-home and radio placements in select markets including New York City, Los Angeles, Houston, and Dallas, as part of the brand’s “Food Deserves Pepsi” platform. It includes messaging like “Share a Pepsi with burgers…not some bro,” which takes aim at its biggest rival.

There’s also a social giveaway, providing audiences with a chance to get a free 20-ounce “Share a Pepsi” bottle by detailing which foods they’d like to “share” the beverage with, using the hashtag “#ShareAPepsi.” Attendees at EEEEEATSCON LA food festival from June 28-29 can also play a game at the Pepsi activation to receive a complimentary bottle.

The campaign follows on the heels of a “Tuned & Grilled” Father’s Day campaign that launched last week as another installment in its “Food Deserves Pepsi” platform, and Coca-Cola’s recent “Enjoy The Moment” summer campaign continuing the “Share a Coke” revival.

Pepsi’s focus on its zero sugar offering, and continued challenging of its rival, appear to be part of a strategy in line with consumer trends. Both PepsiCO CEO Ramon Laguarta and Coca-Cola CEO James Quincey have highlighted the volume growth of their respective zero sugar beverages.

And earlier this year, Rick Miller, partner at data/research consultancy Big Chalk, told Marketing Daily to expect “brand on brand battles” within the soft drink category in 2025.

“Because we’re not seeing huge growth in the category this year, the fight isn't to capture more of a growing pie,” he said.“The fight now is to capture volume from other brands in the category."

 

 

 

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