Tango with Rum: Pepsi Shakes Off Coke’s Partnership
In a surprising move, Pepsi has donned its bartending hat and taken a direct shot at its rival Coca-Cola, challenging their long-standing partnership with rum. Under the ‘Better with Pepsi’ campaign, the brand has boldly placed its imagery on the labels of Bacardi and Captain Morgan rum bottles in a series of “covert” ads.
The combination of rum and Coca-Cola has been one of the most popular bar orders, but according to Pepsi, who conducted thorough research, 56% of consumers prefer Pepsi as a mixer with dark or spiced rum.
Interestingly, some media reports suggest that the rum brands had no involvement in these bold Pepsi ads.
In a bid to promote the Rum-Pepsi combo, the brand has offered overseas customers discounts on purchasing the two together. The promotions will feature taglines such as ‘Is your rum okay?’ and ‘Finally, the cola your rum has been asking for.’
It’s worth noting that this may be the last time Pepsi’s logo is seen in ads, as the brand is currently undergoing a logo change.
The ‘Better With Pepsi’ campaign was first launched in 2021, where the brand conveniently positioned itself alongside burgers and even pizzas. Last month, the campaign even included hot dogs.
It’s evident that Pepsi is determined to take the lead in the world of mixed beverages and seemingly has no fear in going head-to-head with its closest competitor. Only time will tell if their bold bet will pay off in this exciting tango with rum, while shrugging off Coca-Cola.
Please note that this news has been extracted from the magazine AFAQS.
