Pepsi is ramping up its battle with Coca-Cola by launching a new “Undercover Cups” video stunt, targeting the soda supplier partnerships of major burger chains like McDonald’s, Burger King, and Wendy’s, all of which exclusively serve Coca-Cola products. In a series of guerilla-style videos, Pepsi agents infiltrate these fast-food locations to swap customers’ Coke drinks with Pepsi, creating moments of surprise and disbelief.
Pepsi’s Bold Strategy: A Viral Marketing Hit
The “Undercover Cups” campaign is part of Pepsi’s ongoing effort to reinforce its position as the ultimate burger companion—a direct challenge to its rival Coca-Cola. The videos, which are already live on YouTube, Instagram, TikTok, and X, feature Pepsi agents barging into McDonald’s, Burger King, and Wendy’s, snatching Coke drinks, and replacing them with Pepsi. The reactions from surprised customers and employees have already made waves on social media, with some customers even using expletives in their stunned responses.
The campaign builds on Pepsi’s earlier “Pepsi Chase Cars” stunt, where agents rushed to intercept pizza delivery drivers, adding Pepsi to their orders in dramatic fashion. This time, however, the focus is on fast food, with Pepsi showcasing its distinctive blue cups alongside playful tweaks to each chain’s iconic branding. For example, Wendy’s mascot is shown sipping Pepsi with her red hair turned Pepsi-blue, and the Burger King logo now bears the phrase “This is Pepsi” in a bold twist.
A Strategy Aimed at Going Viral
The campaign, created by BBDO, uses candid-camera tactics to encourage viral sharing, banking on the element of surprise to attract viewers. Pepsi is clearly targeting the growing trend of social media engagement, hoping to generate a buzz around its #BetterwithPepsi platform, which has been evolving over the years to position Pepsi as the ideal partner for meals like pizza and burgers.
A Strategic Push for Market Share
With Pepsi having recently lost its position as the No. 2 soft drink in the U.S., this campaign marks an aggressive attempt to reclaim market share and increase consumer engagement. As Dr Pepper surpassed Pepsi in June, the brand is keen to make a splash online, particularly as it competes for the attention of price-conscious shoppers.
To tie into the stunt, DoorDash is offering $5 off orders that include Pepsi at participating restaurants like Fatburger, KFC, and Taco Bell for National Fast-Food Day on November 16.