14 Sep PEPSI x DOOR DASH: PEPSI HOPES TO BOOST SALES WITH THE HELP OF FOOD DELIVERY

Pepsi teamed up with DoorDash for a promotion to give away free pizza, aiming to show that pizza is better with Pepsi. They also released a video ad reinforcing the idea that pizza should always be enjoyed with their soda. This is a blend of branded partnership and traditional advertising.

Why? 🤔
In May 2024, Pepsi lost its long-time spot as the #2 soda to Dr. Pepper. Pepsi’s market share dropped from 15% in 1995 to 8.31% in 2023. Overall, its beverage sales fell 3% last quarter. Known for being a cutting-edge brand, Pepsi is now losing momentum.

How? 📝
On Friday, September 13th, Pepsi gave away thousands of free pizzas to DoorDash customers ordering from Little Caesars, Papa John’s, Pizza Hut, or Marco’s Pizza. Why Friday? Because 43% of pizza orders happen on Friday nights.

Goal? 💰
Pepsi wants to link itself to moments when having a soda makes sense—like with pizza. By creating this association, Pepsi hopes consumers will remember to grab its soda when they’re enjoying pizza. The partnership with DoorDash also allows Pepsi to target specific areas (to manage promo costs) and gather data to see if the campaign worked. DoorDash can provide Pepsi with insights on whether those users later ordered Pepsi products.