Pepsi Takes on Rum and Coke, Declaring Pepsi the Superior Mixer

Pepsi is boldly challenging one of the most popular bar calls by asserting that rum is better enjoyed with Pepsi than Coke. The beverage giant has launched a new promotion called Rum and Pepsi, as part of its ongoing “Better with Pepsi” campaign. This campaign aims to position Pepsi not only as a go-to accompaniment for food, but also as a challenger brand in the beverage industry.

In a surprising twist, Pepsi’s research showed that 56% of consumers actually prefer Pepsi over Coke when it comes to mixing dark or spiced rum. Todd Kaplan, Pepsi’s Chief Marketing Officer, explained that people found their rum to be more flavorful and enjoyable when mixed with Pepsi. This revelation challenges the traditional way of ordering a rum and Coke, highlighting the possibility that everyone has been ordering it wrong all along.

To promote the Rum and Pepsi campaign, Pepsi has partnered with creative agency Alma to develop an advertising campaign that will primarily run in print and out-of-home ads in major cities like Atlanta, Los Angeles, Miami, New Orleans, and New York City. The campaign will also utilize social media platforms and search ads to reach a wider audience. The ads will feature slogans such as “Is your rum OK?” and “Finally, the cola your rum has been asking for.”

In addition to advertising, Pepsi is enticing consumers to try their rum and Pepsi combination by offering up to $5 off on Pepsi purchases when bought with rum through the online alcohol merchant Drizly. Customers can also enjoy free delivery by using the code #BetterWithPepsi until August 17.

Pepsi’s “Better With” campaign has been highly successful in the past, focusing on various popular food items such as burgers, pizza, and hot dogs. Kaplan explained that their goal is to increase the association between Pepsi and food during mealtime. By driving situational salience, which measures how often people naturally connect Pepsi with their meals, Pepsi aims to create a cultural shift where consumers elevate their beverage choices and demand a higher standard.

As the Rum and Pepsi campaign unfolds, it is expected to spark discussions and challenge long-held beliefs about mixing rum with Coke. Whether or not consumers will accept Pepsi as the superior mixer remains to be seen. However, Pepsi’s determination to challenge the status quo and align itself with food and beverage combinations is likely to continue in the future.

(Jon Springer covers sports marketing and beverage marketing. He formerly covered the food retail industry for Winsight and Supermarket News and is a former sports and features writer for The Cecil Whig, a daily newspaper in Elkton, Maryland.)