Pepsi is taking on one of the most ingrained bar calls, arguing rum is better with Pepsi than with Coke.
The Rum and Pepsi promotion is the brand’s latest “Better with Pepsi” activation, which aims to promote Pepsi as an accompaniment to foods (and in this case, a drink), often casting itself as a challenger. Like some of the previous activations, ads will feature “hidden” Pepsi logos crafted by an origami artist—in this case, on the labels of cooler-soaked Bacardi and Captain Morgan rum bottles and on drink-moistened bar napkins. These logos will be the last of their kind as Pepsi begins a move to a new logo next month.
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The rum and Coke, sometimes called the Cuba Libre, has been a popular cocktail for more than 100 years. But Pepsi, citing its own research, said that 56% of consumers preferred Pepsi to Coke as a mixer with dark or spiced rum. (Light rum was not a focus of its work, a spokesperson said.)