Upstaging the competitor has been a game that Pepsi and coke have played for a long time. But Share a Coke was a masterpiece by Ogilvy that Pepsi couldn’t beat. Until now. Coke reawakened the campaign for Gen Z in March. Pepsi has launched a parody in time for summer that uses not people’s names on bottles but food pairings.

The limited-time packaging features words such as burgers, wings, tacos, hot dogs, and pizza, underlining the brand’s ongoing call to action, Food Deserves Pepsi. It is supported in OOH in New York, Los Angeles, Houston and Dallas, plus radio in key markets but responds firstly to a declining market share in the US. (It was only the #4 carbonated soft drink on Beverage Digest’s May ranking.) The campaign highlights Pepsi Zero Sugar, which features prominently on the limited-edition bottles and remains a priority product for the company.

The Food Deserves Pepsi platform launched in 2024 and has featured the BBQ Crashers stunt:

…and Undercover Cups:

The custom Pepsi bottles will be available via a social media giveaway to US customers who post the foods with whicv they’d #ShareaPepsi, as well as through the Pepsi Drops platform and at Eeeeatscon in Los Angeles from June 28-29.