How to Make Pepsi Interesting Again: The Challenge for BBDO

The PepsiCo decision to rehire BBDO New York without a pitch signals a brand in crisis. Once a fierce competitor in the cola wars, Pepsi hasn’t just lost ground to Coca-Cola; it’s now been overtaken by Dr. Pepper, slipping to the #3 spot in the U.S. CSD market. Ouch. For a brand that held 15% market share in 1995, that’s a major fall.

But here’s the thing: cola still rules. According to Mintel, it’s the top flavor, even with energy drinks and flavored sodas gaining traction. So, Pepsi’s problem isn’t the product—it’s staying relevant. No fancy flavors or new packaging have managed to stop the decline. That’s a sign of a deeper issue with the brand.

The real problem? Pepsi is no longer a brand people think about.

BBDO’s Task: Make Pepsi Interesting Again

BBDO’s challenge goes beyond trying to claw back the #2 spot from Dr. Pepper; it’s to make Pepsi interesting again. The goal should be to make Pepsi worth thinking about through bold acts and communications that inspire consumers and encourage reappraisal and re-engagement with the brand.

Why Interestingness Matters

Right now, consumers just aren’t thinking about Pepsi. And when people stop thinking about a brand, mental availability—being the brand that comes to mind during buying decisions—drops off. Interesting ads, actions, and communications don’t just grab attention; they stick with you because they make you think. That’s the kind of brand Pepsi needs to be again.

Pepsi’s Most Interesting Campaigns

Looking back over the past fifty years, there has been times when Pepsi was interesting:

• The Pepsi Challenge (1975): This blind taste test disrupted expectations, showing many preferred Pepsi over Coca-Cola, challenging the dominant narrative and making people rethink their cola preference.
• Pepsi Generation (1960s–1980s): Pepsi’s "Generation" campaign aligned with Baby Boomers, selling an attitude of youth and optimism. It wasn’t just a drink—it was a lifestyle.
• The Michael Jackson and Madonna Ads (1980s): By collaborating with pop icons and and making MTV-style videos, Pepsi made itself part of what youth were already into, associating the brand with bold, boundary-pushing music and entertainment.

These campaigns weren’t just ads—they gave people a reason to think about Pepsi, beyond just drinking it.

Where Pepsi Lost Its Edge

More recent efforts, like the Super Bowl halftime shows and celebrity ads, drew attention but lacked substance. Nostalgia-heavy campaigns, like the 2018 Jimmy Fallon-narrated Super Bowl ad, failed to give consumers something fresh or interesting to think about. Pepsi was reminding people of its past instead of pushing the brand forward.

What BBDO Can Do: Tapping into Boldness Today

Pepsi has long associated itself with boldness. It’s built on risk-taking, challenging norms, and appealing to younger audiences. That’s where BBDO needs to focus—bringing boldness back, but in a way that feels fresh and relevant today.

Here’s how Pepsi’s boldness contrasts with Coca-Cola’s more conservative value system:

• Bold vs. Timeless: Pepsi embraces risk and rebellion, positioning itself as daring and edgy. Coca-Cola, in contrast, values stability, offering a comforting, universal experience.
• Youth Rebellion vs. Universal Appeal: Pepsi has historically embraced youth culture and non-conformity. Coca-Cola, on the other hand, seeks to appeal to all generations with messages of happiness and tradition.
• Risk-Taking vs. Consistency: Pepsi isn’t afraid to take risks in product innovation (Pepsi Max, Nitro Pepsi) or confront competitors (Pepsi Challenge). Coca-Cola focuses on reinforcing its established position through incremental change. Obviously, New Coke was the exception, but its immediate reversal proves the rule.
• Edginess vs. Optimism: Pepsi uses an edgier, rebellious tone, while Coca-Cola emphasizes optimism and shared moments.

Making Pepsi Interesting Again

Pepsi can capitalize on its boldness by integrating the following elements into its campaigns:

1. Incongruity in Bold Ways

Pepsi should start defying expectations again. Doing and saying things that actually pop out of the woodwork without relying on celebrities to garner attention. Anyone can hire a celebrity and put them in an entertaining situation. Associate the product with ideas that are themselves worthy of thought and attention.

2. Cultural Significance in Bold Ways

The expected thing to do is to partner with popular TikTokers, musicians, or online content creators. But the interesting move would be to not just look for ways to piggyback on culture, but instead create it.

3. Emotional Complexity in Bold Ways

Rather than relying on simplistic feel-good messaging, Pepsi could explore emotionally complex narratives, blending tension with reward, showcasing bold characters who persevere through struggles and failures. These campaigns could highlight moments of doubt or rejection, appealing to consumers’ deeper emotions and reflecting real-life complexity.?

4. Authenticity in Bold Ways

Pepsi could feature unscripted, real-life stories of individuals making audacious life choices. Documentary-style campaigns could highlight people who live boldly and unapologetically, aligning Pepsi with the values of boldness, individuality, and non-conformity.

5. Detail in Bold Ways

Pepsi can create detailed, layered storytelling that rewards viewers who pay close attention. Campaigns with hidden elements or Easter eggs could unfold over time, deepening the narrative with each viewing. This approach would encourage reengagement, making Pepsi’s boldness something viewers actively think about.

The Key Thought: Is This Worth Thinking About?

At the heart of everything, here’s the question Pepsi needs to ask: Is this worth thinking about? Interesting actions and communications provoke thought, encouraging consumers to reappraise the brand and keep it top of mind. If BBDO can create campaigns that make Pepsi worthy of thought, the brand can reclaim its lost interestingness and cultural relevance.

Because in the end, it’s not just about being appearing bold. The question Pepsi must ask itself: Are we doing something interesting enough to make people stop, engage, and rethink Pepsi?