Pepsi is shaking up the beverage industry with its bold move to dethrone Coca-Cola as the go-to partner for rum, and it all revolves around their newly launched #BetterwithPepsi brand platform.

Traditionally, rum and Coke have been inseparable, creating the classic Cuba libre highball cocktail. But Pepsi is determined to change that narrative by combining statistical research and creative branding techniques. The brand commissioned an independent sensory and product evaluation firm to conduct surveys in major markets like Chicago, Phoenix, and Tampa. The results convincingly revealed that more than half of the participants preferred Pepsi as their mixer of choice with rum.

Strategically timed to coincide with the summer cocktail season, Pepsi’s campaign will feature high-profile print and out-of-home placements, extensive social media and SEO investments, and an exciting partnership with the popular alcohol delivery platform, Drizly. The brand is also gearing up for a significant rebranding effort, aligning with its 125th anniversary, which coincides with the National Rum Month in August.

Pepsi’s #BetterwithPepsi brand platform has been the driving force behind its pursuit to become the ultimate soft drink for pairing with various food and beverage options. While the campaign initially focused on dining staples like burgers, pizza, and hot dogs, Pepsi has now set its sights on the lucrative alcohol market and on-premise drinking occasions.

Apart from the data-driven approach, Pepsi’s advertising campaign employs clever visuals, zooming in on crinkled napkins and rum labels adorned with Captain Morgan and Bacardi logos, revealing hidden Pepsi globes. The campaign’s taglines encourage consumers to question their drink orders and subtly address Coke’s ubiquitous presence in many establishments. One of the taglines cleverly states, “Not behind the bar? Always in the picture,” acknowledging Coke’s dominance in bars and venues.

Pepsi’s successful use of hidden logos was previously demonstrated in the 2021 #BetterwithPepsi campaign, which focused on burgers and showcased Coke’s stronghold in partnerships with major U.S. fast-food chains.

The timing of Pepsi’s National Rum Month promotion couldn’t be better, coinciding with the brand’s significant overhaul, featuring a fresh visual identity after 14 years. This more aggressive marketing strategy has paid off, as Pepsi’s brand value has witnessed an impressive 17% year-over-year increase, reaching $18.8 billion, according to the latest BrandZ rankings by Kantar. This resurgence has catapulted PepsiCo back into the global top 100, with BrandZ attributing the growth to the brand’s “great advertising.”

In a fiercely competitive landscape, Pepsi’s determination to claim the top spot as the preferred rum mixer underscores its commitment to innovation and consumer preferences. As the battle for cola dominance intensifies, all eyes will be on the beverage giants to see who will ultimately emerge victorious in this refreshing showdown.