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Most Widely Spoken Pepsi Campaign
Yep. People speak about it even after 12 years
Think about the biggest rivalries in the world.
Apple vs. Samsung, Nike vs. Adidas, Marvel vs. DC?
These battles aren’t just about products. They are about loyalty, identity, and culture.
And when it comes to soda, it's always about Pepsi vs. Coca-Cola.
Pepsi knows this. And in 2013, they used it to their advantage with a Halloween ad.
It was so clever that it didn’t just poke fun at Coke.
It got people talking, sharing, and even remixing the ad themselves.
Okay, what made it work?
Campaign Overview
Campaign name: Scary Halloween
Campaign dates: October 2013
Industry: Beverage (Carbonated Soft Drinks)
Target audience: Primarily, teenagers and young adults between 12-30, active on social media and enjoy humorous, edgy content.
Ads of the World
What was the campaign about?
The Scary Halloween campaign was a clever and fun way for Pepsi to take a playful dig at its biggest competitor, Coca-Cola. In the ad, a Pepsi was shown wearing a red cape that looks like Coca-Cola’s branding.
The tagline read We wish you a Scary Halloween!
The message they wanted to convey is dressing up as Coca-Cola for Halloween is a nightmare, which (indirectly) meant that Pepsi is the superior drink.
They designed the ad to be bold, funny, and easy to understand.
It played on the long-standing rivalry between the two brands, which made it an instant hit. People loved the creativity, and the image quickly spread across social media.
But here’s where things got more interesting. Coca-Cola fans turned the joke around. Some edited the ad to say, Everybody wants to be a hero!
Here, check it out:
Medium
This flipped the meaning of the campaign and made it look like Pepsi was actually wishing to be Coca-Cola. Despite this, Pepsi’s campaign did exactly what it was supposed to do.
It got people talking, sharing, and debating. It proved that humor, with a little friendly competition, can be a powerful tool in marketing.
Campaign Objectives
Pepsi had one clear goal with the Scary Halloween campaign - to grab attention and spark conversations. But they didn’t just want any attention. They wanted to:
Make Pepsi the center of the Halloween buzz. They created a timely and fun ad by tapping into the spooky season.
Playfully challenge Coca-Cola. The ad was a cheeky way of saying, “Coke is scary, Pepsi is better.” This kind of brand rivalry keeps people engaged and entertained.
Go viral on social media. The campaign was designed to be shared, talked about, and remixed. And it worked. People spread it across social media, making Pepsi a trending topic.
Strengthen Pepsi’s image among younger audiences. Pepsi has always positioned itself as a cool, rebellious brand. This ad strengthened that by using humor and creativity to connect with a younger, internet-savvy audience.
In short, Pepsi didn’t just want to sell more soda with this campaign. They wanted to stay relevant, spark engagement, and remind people why they love Pepsi.
Results
It went viral. The ad was shared millions of times across social media. Some even edited the ad to flip the message, making the campaign even more popular.
It created free publicity. Pepsi didn’t have to spend millions on traditional advertising. The internet did the work for them and made it one of the most talked-about Halloween ads of the year.
It strengthened Pepsi’s brand image. Pepsi has always positioned itself as the fun, unruly underdog compared to Coca-Cola. This ad fit that image perfectly and made Pepsi look bold and playful.
It proved the power of humor in marketing. A simple joke, delivered at the right time, was enough to keep people engaged and entertained without needing a full video ad.
How Can You Build One?
Creating a campaign like Pepsi’s Scary Halloween isn’t just about making a funny ad. It’s about understanding what makes people engage, share, and talk.
Tap into cultural moments.
Timing is everything. Pepsi used Halloween, a season when people think about costumes and playful scares. Find a cultural moment that fits your brand and build a campaign around it.
Use humor (but keep it simple).
The best jokes are the ones people understand instantly. Pepsi’s ad was a single image with a clear, clever message. Keep your concept easy to grasp so it spreads fast.
Know your competition (and audience).
Pepsi’s ad worked because people already knew about the Pepsi vs. Coke rivalry. If you want to reference a competitor or industry trend, ensure your audience will get the joke.
Create something shareable.
Pepsi’s ad was designed for social media virality. Whether it’s a meme, a short video, or an interactive experience, keep your content easy for people to share and remix.
Expect unexpected reactions.
Coca-Cola fans flipped the Pepsi ad to make it look like Pepsi wanted to be Coke. Instead of backfiring, this made the campaign more popular. If your campaign sparks debate, adopt it. It means people are paying attention.
Remember, a great marketing campaign isn’t just about promoting a product but creating a moment people want to be part of.
Trust me, you don’t need a massive ad budget if you can do that.
Your audience will do the marketing for you.
Conclusion
Great marketing isn’t just about selling. It’s about starting conversations. Pepsi’s Scary Halloween campaign worked because it was timely, simple, and fun.
It all felt like a clever joke people wanted to share.
Find a cultural moment that fits your brand (seasonal events, trends, or industry shifts).
Keep it simple and clever. Your message should be understood in seconds.
Make it shareable - whether it’s humor, controversy, or relatability, give people a reason to spread it.
Be ready for unexpected reactions - sometimes, the audience takes your campaign to the next level.
Want your brand to create the next viral moment?
Start by thinking about what your audience loves to talk about and build from there.
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I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.