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To understand what consumers in the US prefer to drink with their burgers, Pepsi commissioned a third-party blind taste test to discover how burgers from the top three chains in the US paired with different beverages. The results: participants preferred Pepsi over Coke, an insight that formed the basis of the #BetterWithPepsi campaign. The campaign involved an origami artist, who used burger wrappers to make new creations, and generated reactions globally, earning more than 3.6 billion impressions, a 29% increase in brand consideration in 2021, and a 1.1-point share swing from Coke.