This isn’t just creative provocation. It’s one of the most psychologically sophisticated campaigns to hit the Super Bowl in years. And most people are missing what makes it brilliant.

What Actually Happens in the Pepsi Ad?

The 30-second spot, directed by filmmaker Taika Waititi, opens with a polar bear taking a blind taste test. He picks Pepsi Zero Sugar over Coke Zero. But instead of celebrating, the bear freaks out. Cut to a therapy session where the polar bear sits across from a psychiatrist, played by Waititi himself. The soundtrack? Queen’s “I Want To Break Free.”

This is part of Pepsi’s revived Pepsi Challenge campaign, which originally launched in 1975. The brand brought it back in 2025 with a nationwide taste-test tour. Their claim: 66% of Americans prefer Pepsi in blind taste tests. Now they’re taking that message to the Super Bowl, spending over $7 million for 30 seconds during a game that reaches more than 120 million viewers.

But the campaign doesn’t stop there. Pepsi is running a year-long effort that spans social media, creator content, podcasts, experiential activations, and complimentary Pepsi Challenge kits delivered through Gopuff. As Pepsi’s VP told Marketing Dive, this is “a big idea that we’re going to see throughout Super Bowl and throughout the rest of the year.”

Why Would Pepsi Use Their Competitor’s Mascot?

Here’s what makes this move so bold. Coca-Cola has used polar bears as a brand icon since 1993. That’s over 30 years of brand equity. Billions of dollars spent building the association. And Pepsi just borrowed it.

This is the advertising equivalent of Nike using Michael Jordan to promote Adidas. It’s provocative, risky, and exactly the kind of move that market leaders can’t make but challengers can.

The strategy works because the cost or risk of the signal is what gives it power. By using Coke’s mascot, Pepsi is sending multiple signals: confidence in their product, willingness to take creative risks, and challenger status that makes them more interesting.

Coca-Cola is now in a no-win situation. If they respond, they amplify Pepsi’s message. If they stay silent, the narrative stands. Either way, Pepsi wins.

What’s Really Happening in the Psychiatrist Scene?

Most people will watch the therapy scene and think it’s just funny. But it’s doing something smarter. It’s acknowledging that brand loyalty is an emotional commitment, not a rational choice.

Humans have a nearly obsessive desire to be consistent with what we’ve already done. Once we make a choice, we encounter pressures to behave consistently with that commitment. This is why people stay loyal to brands even when better options exist. Switching feels like betrayal.

For cola drinkers, choosing Coke isn’t just a beverage preference. It’s a repeated commitment that becomes part of identity. Every time you order a Coke, you’re reinforcing that commitment. Over years, it becomes automatic. You’re not choosing Coke anymore. You’re just being consistent with who you’ve always been.

Most brands pretend this barrier doesn’t exist. They act like switching is easy. “Just try us!” they say.

Pepsi is doing the opposite. They’re showing the polar bear having a crisis. They’re validating the emotional weight of switching. The bear isn’t wrong for feeling conflicted. And then Pepsi offers liberation. The soundtrack “I Want To Break Free” says: yes, this feels like breaking free. And that’s okay.

This is psychological judo. Instead of minimizing brand loyalty, Pepsi is amplifying it, then positioning their product as worth the emotional cost.

Why Does the 66% Statistic Matter?

Here’s where the numbers get interesting. Pepsi claims that 66% of Americans prefer Pepsi in blind taste tests. Yet Coke Zero has 4.6% of the market compared to Pepsi Zero Sugar’s 1.4%. Both statements are true. And the gap between them is worth billions.

Most people have never actually compared Pepsi and Coke without seeing the logos. They just pick what they always pick.

This is the difference between psycho-logic and logic. Logically, if you prefer Pepsi’s taste when you can’t see the brand, you should buy Pepsi. But psychologically, we prefer the brand we’re familiar with, the brand our friends drink, the brand that signals the identity we want to project.

The blind taste test strips away brand recognition, social proof, and identity signaling. It forces a purely sensory evaluation. And when you do that, most people pick Pepsi. But in real life, they buy Coke.

Pepsi’s entire campaign is an attack on this gap. They’re saying: you don’t even know what you actually prefer because you’ve never tested it without the bias of the brand. Most consumers assume Coke tastes better because Coke is bigger. Market leadership becomes its own form of social proof.

By running blind taste tests and publicizing the results, Pepsi is challenging that assumption with data.

How Does Being Smaller Make Pepsi Stronger?

Here’s the part that doesn’t make sense until you think about it. Pepsi Zero Sugar is losing in market share but winning in growth. And that might be the better position.

The numbers: Pepsi Zero Sugar has 1.4% market share compared to Coke Zero’s 4.6%. Coke is 3.3 times bigger. But Pepsi Zero Sugar grew 18.1% in volume last year, compared to Coke Zero’s 4.8%. Pepsi is growing 3.8 times faster.

Pepsi’s VP stated that Pepsi Zero Sugar is “one of our main growth drivers” and they’re “doubling down on it.” While Coke Zero must defend a large market position, Pepsi Zero Sugar can focus all resources on aggressive growth.

When you have less, you’re forced to focus intensely. That focus creates breakthrough thinking. Coke Zero’s larger share creates the incumbent’s dilemma. They have more to lose by being provocative, which creates paralysis. They can’t use a polar bear to promote Pepsi without looking defensive.

Pepsi can do all of that. They can use Coke’s mascot. They can make provocative claims. If it works, they grow. If it doesn’t, they’re still the underdog. The risk tolerance is asymmetric. This is why challenger brands often produce more interesting work. It’s about the strategic freedom that comes from having less to lose.

What Makes This Campaign Different from Everything Else?

The Pepsi campaign reveals something that applies far beyond cola. In mature markets where consumers operate on habit, the barrier to switching isn’t rational preference. It’s psychological friction.

Most brands focus on making their product better. Pepsi is focusing on giving people permission to reconsider their automatic choice. The psychiatrist scene isn’t a joke. It’s the strategic core.

When you’re not the market leader, you can try to act like the incumbent, playing it safe. Or you can do things the leader can’t do. Using a competitor’s mascot isn’t just creative. It’s strategic appropriation. Why spend decades building a mascot when you can borrow one that already exists in consumers’ minds?

Most brands treat the Super Bowl as a destination. Pepsi is treating it as a launch pad. The 30-second ad creates attention, but the real value comes from extending that attention across time and channels. The social giveaway, the Gopuff kits, the year-long content strategy—all of it turns a rented moment into owned engagement.

Pepsi isn’t just selling soda. They’re selling permission to break free from habit. And they’re doing it by acknowledging that breaking free is hard, then showing it’s worth it.

Joshua Mathias is a PR and communications strategist based in Dubai, UAE. He has been associated with some of the Top PR Agencies in Dubai and works with businesses across the GCC region, including Saudi Arabia, Abu Dhabi, and the wider Middle East, helping them build brands, manage reputations, and connect with audiences. He is frequently cited among top PR professionals in the region.

Learn more at joshuamathias.com.

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Fancy learning about using nostalgia perfectly? Well, pull up a chair, because I’m about to take you back to a time before your smartphone was considered a vintage collectible. WrestleMania 40 wasn’t just a wrestling event; it was a nostalgia-packed extravaganza that could teach even the savviest marketers a thing or two.

The Art of Iconic Comebacks

Imagine using nostalgia perfectly as bringing back the greatest hits of your youth, but with more spandex. WrestleMania 40 did just that by rolling out not just any wrestlers, but legends like The Undertaker and John Cena. Think of it as your favorite 80s band reunion tour, except the band members can still do a somersault.

And what’s better? They even teased a Stone Cold Steve Austin cameo by playing his theme song at exactly 3:16, only for him not to show up—because who doesn’t love a bit of trolling with their nostalgia?

Emotional Rollercoasters Aren’t Just for Teen Dramas

Now, let’s talk emotions, and no, not the ones you hide from your therapist. WrestleMania 40’s masterstroke was Cody Rhodes’ storyline. It wasn’t just about wrestling; it was a tale of redemption, grit, and a guy who left, came back, and won the big one. It’s like that college friend who dropped out, started a tech company, and is now trying to reconnect at reunions.

Hook your audience by turning your brand story into something that would make even the toughest wrestling fan shed a tear—or at least pretend they’ve got something in their eye.

Mixing the Old Potions with New Brews

Using nostalgia perfectly means you’re not just dusting off the oldies; you’re remixing them into today’s hits. WrestleMania smartly paired legends with new stars, creating a lineup that catered to both die-hard fans and TikTok enthusiasts.

Think of it as making a playlist that has both your dad’s favorite Rolling Stones hits and your favorite Billie Eilish tracks. It’s all about balance, and making sure everyone at the party thinks you’ve got awesome taste in music.

Multigenerational Marketing: Not Just a Buzzword

This event was like a Thanksgiving dinner where every generation finds something to talk about besides politics. Using nostalgia perfectly at WrestleMania meant that both the fans who used to tape matches on their VCRs and those who tweet every move saw their favorites shine.

So, tailor your message to speak to both boomers and zoomers—everyone should feel like they’re part of the story, not just an awkward plus-one at a wedding.

Create Moments, Not Just Memes

The visual of Cody Rhodes being hoisted by his peers after his victory? That’s the stuff of marketing legend. It’s not just a win; it’s a statement. It’s like capturing the perfect sunset, except it’s a giant man in tights and everyone’s cheering for him.

In your campaigns, strive to create moments that are snapshot-worthy. This isn’t about crafting a meme that dies in a week; it’s about making history, or at least, a really good Instagram post.

There you have it. Using nostalgia perfectly isn’t just about making people remember the good old days; it’s about making them feel like they’re reliving them in HD. WrestleMania 40 did just that, and now it’s your turn. Just remember, it’s not about how old the story is; it’s about how you tell it. Make it so good that even your audience’s grandkids will want to tweet about it someday.

If you are looking for PR support in Dubai, Saudi Arabia or across the GCC region, please reach out here: Contact Joshua Mathias

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Kickstart a Side Hustle from Your Humble Abode

Side hustles can be the perfect launchpad for a shiny new venture. Enjoy the safety net of your current job while you nurture your startup with time and money. For five easy-peasy side hustles you can start from home, peruse Fd Shakil’s Small Biz Tipster post. Don’t forget to swing by BizSugar for more juicy tidbits.

Unearth the Top Dropshipping Products to Flog

Dropshipping is a tantalizing model for aspiring entrepreneurs, allowing you to hawk products online without getting your hands dirty with fulfillment. So, what are the best products to peddle in this niche? Nicola Bleu spills the beans in this Blogging Wizard post.

Boost Your SEO and Rule the Online World

For your startup to soar, potential customers must find you online. Enter the holy grail of SEO. Learn how to measure and enhance your site’s SEO with Amanda Winstead’s Serpstat post.

Dominate Social Media Like a Pro

Social media is the darling of startup marketing because it’s mostly free and easy to master. But a cunning plan is key to maximizing your efforts. Jasmine Pope shares the basics of crafting a social media marketing strategy in this BusinessLoad post.

Conquer YouTube Shorts and Rake in the Views

YouTube can be a goldmine for startups, whether as a marketing channel or a primary revenue stream. YouTube Shorts is a hot feature many creators exploit. Check out Neal Schaffer’s guide to YouTube Shorts, and swing by the BizSugar community for more nuggets of wisdom from fellow entrepreneurs.

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Ramadan is a time for promoting kindness and community. Meta’s technology recorded over 7.8 million interactions containing the word “kindness” on Facebook on the last day of Ramadan 2022. Instagram saw over 13.4 million interactions mentioning togetherness, connection, and community during the month. 91% of surveyed Ramadan observers in the UAE preferred content promoting community and togetherness on Facebook and Instagram, and 81% participated in charitable activities during the event.

Fares Akkad, Meta’s regional director for the Middle East and North Africa, highlighted the opportunity for marketers to connect with audiences through positive, emotionally-rich messages during this season of unity and kinship.

For businesses looking to create meaningful connections this Ramadan, here are three tips:

1. Connect through brand storytelling using tools like Reels, in-stream video, branded content, and augmented reality to bring communities together through immersive experiences. 58% of UAE shoppers felt more connected to a brand after seeing Ramadan or Eid content on Facebook or Instagram.
2. Utilize trusted creators to influence discovery on social media. Creators have grown in influence over the past three Ramadan seasons, and 58% of UAE shoppers are more likely to trust a brand that partners with a trustworthy creator.
3. Personalize connection with discovery commerce by offering personal recommendations to shoppers exploring different product categories during Ramadan. 71% of UAE shoppers agreed that personal recommendations made their Ramadan shopping easier.

Business messaging is also key to strengthening connections during Ramadan. 67% of UAE shoppers felt more connected to a brand through instant messaging, and it provides a quick and convenient way to address customer inquiries and facilitate purchases.

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Today, we see millions of people maintaining their professional portfolios on LinkedIn. And when it comes to writing, LinkedIn has the LinkedIn Pulse which is a hub of reading material on the website.

There are actually a lot of reasons why you should publish content on LinkedIn. Following are a few of them:

Promote your writing

It is not fun to continue your blog if there aren’t any eyes watching it. This happens quite often with people as not many go searching for random blogs. This is where LinkedIn comes in. In the early days of this professional social media platform, publishing your personal content wasn’t a hit practice. However, that is not the case anymore. Millions of users today post their content on their profiles every day.

The reason why this is a good thing is that your published post is all set to promote itself. Firstly, your connections get your post in their newsfeed. When they read your content and like or share it, it gets forwarded to the news feed of their connections which in turn creates a tree of connections of people receiving your published content. Moreover, your content can also get featured by LinkedIn attracting a lot of eyes. Getting featured here is more than a treat because your post goes on to be read by millions of LinkedIn users in an instant.

A reader friendly audience

LinkedIn offers you a very reader-friendly audience. A host to millions of professionals, the possibility of your content getting read increases by quite a big margin. This is because unlike other social media platforms, people who board LinkedIn usually tend to do it for any of the professional reasons that might be, which usually leads to a more professional vibe and practice; instead of posting pictures and watching vines, people read!

Professional vibe

One of the best things about publishing your content on LinkedIn is that it carries a very professional vibe to itself. According to a research, people who were most likely to act unprofessional around other social media platforms show lesser signs of such activities while on LinkedIn. With trolls and unprofessionalism out of your way, your published content here receives a pretty warm welcome; it attains a greater chance of being read than having been published on your personal blog or on other social media platforms.

LinkedIn happens to be one of the best choices to upload your content at. Now that anyone can publish content on this platform, a lot of users are seen to be publishing their writings here as compared to the preliminary days of the website.

The post Here’s Why You Should Publish on LinkedIN appeared first on Joshua Mathias.

Let us go through some of the tips and techniques to make sure you become a pro at content marketing:

Make Content which is Flexible

There are so many social media platforms today, each with millions of active daily users on them. To stay ahead of the curve you need to create flexible content that works well not only for local (website) marketing but on social media as well.

So what is flexible content? Well, flexible content is a type of content which can be restructured according to the requirements of different social media platform. This allows you to make use of all the platforms available and adds to your prospects considerably.

A valuable piece of advice: Never use the same construction of content across all social media platforms. Know how these platforms work and reconstruct your content accordingly. For instance, you shouldn’t just copy an article you published on LinkedIn and paste it on Twitter – but you can always entice your audience to read your LinkedIn post with a powerful message in 144 characters or less!

Use the Tools to Your Writing Advantage

Content marketing is such a vast ground that in order to be the best at it you should make use of as many tools as possible. These tools are available all over the internet, such as:

• Readability test tool – is your text readable?
• Hemmingway app – makes your content look neat!
• Google Trends – Post about a hot cake!
• ZenPen – Don’t be fancy – just write!

Keep Updated

One of the things that make this type of marketing very demanding is that you cannot leave it to be. Your content should be fresh across all mediums and platforms so you are not outdone by your competitor – who might also be here, reading the exact blog as you!

Work in Advance

Content marketing is not something that you do at a moment’s notice. To conquer the world online, you always need to have a month’s content planned in advance. However there is one thing to remember here; you cannot stick to the script! Sometimes you would have to ditch your planned content in order to work on something that could sell better today than it may tomorrow. It all depends on the market – what are the highlights of the day/week? What is your competitor doing? What are the trends people are talking about?

Content marketing is something that you can plan in advance but don’t always stick to it; you always need to be up with the current happenings because at the end of the day, you want to please a prospect, and if you post content that is not relevant, there is a good chance that you might not hook the audience up!

P.S.: Here is the shortest possible advice for you: Be smart, and stay that way!

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