Pepsi, embracing its role as the challenger brand, launched the “Better With Pepsi” campaign to highlight how its brighter flavor pairs better with food—especially burgers—despite being unavailable at major fast-food chains due to long-standing exclusivity deals. To provoke conversation and spotlight this tension, Pepsi reimagined iconic burger chain packaging into origami art revealing its logo, debuting the campaign on National Burger Day across social, print, and outdoor media. The creative sparked consumer engagement and cultural buzz, reinforcing Pepsi’s message that great flavor shouldn’t be compromised.