In the event you’re a human who surfs the online, you’ve most likely seen Pepsi’s timeless makes an attempt to attempt to make “rum and Pepsi” occur. I’ve been watching this unfold intently these previous couple of weeks, ready within the wings to see how far they might really take the try. And after I used to be despatched their newest “Higher With Pepsi” marketing campaign yesterday, it’s time to say the inevitable: rum and Pepsi is rarely going to occur.
This newest marketing campaign highlights the Pepsi brand disguised in Captain Morgan and Bacardi labels, and whereas intelligent, I can’t see the way it may ever change anybody’s thoughts about which cola to pair with rum. Give it some thought: whether or not you wish to admit it or not, you’ve most likely ordered or, on the very least, drank a “Captain and Coke” in your day. Nobody within the historical past of the world has ever requested the bartender for a “Captain and Pepsi,” except they’re unhinged in an actual approach. As for Bacardi, they jumped on the rum and Coke bandwagon very early within the recreation.
To know the rum and Coke is to comprehend it by its traditional title, the Cuba Libre. Because the story goes, the drink was created in early 1900s Havana after the Spanish-American Conflict. A U.S. Military captain dwelling within the metropolis was celebrating the current victory at a bar, and he added Coca-Cola and lime to his rum, elevating his glass and toasting with “Por Cuba Libre!,” or “to a free Cuba!” We will’t ensure if Bacardi was really the spirit used on this cocktail historical past lesson, however that didn’t cease the model from claiming that it was their rum within the fizzy drink. A century of Bacardi’s sturdy advertising and marketing efforts apart, it’s fairly attainable that their rum was within the drink, because it was a well-liked model across the time of Cuban independence.
After I first noticed the advert marketing campaign, I believed to myself, “this have to be a stunt to get individuals speaking. There’s no approach Pepsi thinks that it might probably change into what Coke is to rum. Perhaps I’m the fool for even writing about this and giving them publicity.” However in accordance with Adweek, Pepsi chief advertising and marketing officer Todd Kaplan stated, “A giant purpose of this marketing campaign was not simply to raise the notice of #RumAndPepsi because the optimum cocktail mixture, but in addition to get customers to attempt one for themselves.”
I’m certain that a few of you on the market want Pepsi over Coke (ideas and prayers), however even when that’s so, there’s no denying that Coke will all the time be extra standard — irrespective of how a lot cash Pepsi spends to make it not so. Coca-Cola invented Santa Claus as we all know him, for goodness sake. Nobody can come for the rum and Coke.
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