Candela Unveils Pepsi’s New Logo Through an Award Winning Campaign

When Creativity Meets Cultural Insight in an Award Winning Campaign

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 striking idea to life—one that seamlessly blends branding, food culture, and photography in a way that instantly resonates.

Photographer Mauricio Candela and his team were brought on to collaborate in this new stage of the award winning campaign, creating a series of photographic assets built around now-iconic visuals: Pepsi-branded napkins that subtly and intelligently reveal the logo.

Subtle Branding, Bold Strategy Behind an Award Winning Campaign

What sets this award winning campaign apart is its strategic restraint. By incorporating real fast food packaging and authentic dining moments, the visuals highlight Pepsi as the drink that pairs effortlessly with everything—especially culturally rooted favorites like the Cuba Libre.

The message is simple but powerful: Pepsi is always the perfect companion.

Behind the simplicity lies strong consumer insight and brand research, giving Candela and the creative team a solid foundation to elevate the visuals with intention and precision.

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

The Photographic Challenge: Precision Within Simplicity

Bringing this award winning campaign to life required a refined visual approach. Every image needed to feel natural and unforced, while still delivering a clear brand message.

The challenge was in the details—capturing seemingly everyday moments, like a crumpled napkin, and transforming them into powerful brand storytelling elements where the Pepsi logo reveals itself organically, without ever feeling staged.

It’s that balance between authenticity and control that defines the strength of this campaign.

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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PRESS

AdWeek , Marketing Dive , The Drum , AdAge 

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