Page 48 - Hispanic Market Guide 2022

BK by alma MCD by alma Wendys by alma “Better With” for Pepsi The concept was simple: burgers go better with Pepsi. After Pepsi commissioned a third-party blind taste test and consumer survey to discover how burgers paired with different beverages, it found 60 percent of participants preferred their Big Mac, Whopper and Dave's Single with Pepsi over Coke. alma created a clever print ad using hamburger wrappers from top fast- food joints and circling where the Pepsi logo was hidden in the packaging. The agency also got the public involved by creating National Hamburger Day, where people could post a photo of themselves having a burger from any restaurant of their choice while drinking Pepsi on Instagram, Facebook or Twitter and use the #BetterWithPepsi hashtag. “This is about the power of simplicity, which is one of the many joys of print work. Making connections with consumers is increasingly difficult in this high-tech, on-demand world, so to be able to break through with a simple print ad was very special,” observed Luis Miguel Messianu, founder-creative chairman & CEO of alma. A purely creative concept is not something you can nail on the head every time, but when you do, you feel lucky. Since the work contributed to the larger #BetterWithPepsi campaign platform, we knew it was important to work closely with the brand team and partner agencies to achieve the success and impact we wanted. When we look back at the entire process, we simply feel proud and grateful to have a team like ours and a collaborative and supportive partner like Pepsi. Luis Miguel Messianu Founder-Creative Chairman & CEO, alma For an unapologetic challenger brand like Pepsi, growth boils down to share. The result was a 1.1 point share swing compared to a year ago, which is huge for a $29 billion category. 48 HMC 2022 HISPANIC MARKETING COUNCIL