CANDELA'S PHOTOGRAPHIC BRILLIANCE UNVEILS PEPSI’S LOGO

When creativity meets cultural insight

For the second phase of the “Better with Pepsi” campaign, PepsiCo partnered once again with the award-winning advertising agency Alma to bring a clever and visually stunning idea to life — one that combines branding, food culture, and photography in a way that instantly resonates.

Photographer Mauricio Candela and his team were invited to collaborate on this new stage of the campaign, developing photographic assets for the now-iconic visuals featuring Pepsi-branded napkins that cleverly unveil the Pepsi logo.

Behind the idea: subtle branding with bold strategy

What makes this campaign stand out is its strategic subtlety. By using real fast food wrappers and casual dining moments, the campaign highlights how Pepsi is the drink that goes best with everything, specially cocktails such as Cuba Libre.

The visual message? Pepsi is the perfect companion, every time.

This concept is not only grounded in clever design — it’s supported by consumer insights and brand studies. That strategic rigor gave Mauricio and the creative team the perfect foundation to elevate the idea visually.

“It’s always exciting when creativity and research come together. That’s when campaigns connect on a deeper level,” says Candela.

The photographic challenge

The visuals required precision and simplicity. The campaign needed to showcase subtle yet unmistakable brand presence — For example, a crumpled napkin revealing the Pepsi logo.

Candela's approach emphasized:

• Clean product photography

• Natural, unforced light and composition

• Staged realism that feels entirely un-staged

• High-detail closeups that hint at branding without being overt

“In these kinds of campaigns, the power lies in the details. We had to make it feel spontaneous and authentic, while still being clear and intentional with the message,” explains Candela.

Production team and collaboration

The shoot was produced by The Blur Office, a trusted partner in many of Candela’s commercial projects. Working closely with Alma’s creative leads, the team captured a variety of still images that would later appear in:

• Case studies

• OOH activations

• Press coverage

• Social media rollouts

The work was carefully coordinated to align with the campaign’s overall aesthetic, tone, and brand guidelines.

Campaign results and recognition

This second wave of “Better with Pepsi” followed in the footsteps of its predecessor, which had already earned widespread acclaim and industry awards. The cleverness of the concept — paired with compelling visuals and cultural wit — made the campaign a media darling.

Featured in:

• Adweek

• Marketing Dive

• The Drum

• Ad Age

These publications highlighted the campaign’s success in blending subtle brand integration, real consumer behavior, and visually rich executions.

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Credits

• Ad agency: Alma

• Client: Pepsi

• Campaign: Better with Pepsi – Phase 2

• Photographer: Mauricio Candela

• Production company: The Blur Office

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Final thoughts

The “Better with Pepsi” campaign proves once again that the smartest advertising isn’t always the loudest — sometimes it’s a crumpled napkin, a familiar scene, or a subtle fold that says it all.

With Mauricio Candela’s eye for detail and visual storytelling, the campaign gained not just visual clarity, but a distinctive photographic voice. One that whispers the message… and leaves a lasting impression.

Because yes, burgers are better with Pepsi.

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Ad Agency: Alma

Client: Pepsi

Campaign: Better with Pepsi

Production Company: The Blur Office

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PRESS

AdWeek , Marketing Dive , The Drum , AdAge

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