Description
This ad humorously shows a can of Diet Coke next to fried chicken, with the word “TASTES” placed so the viewer’s brain wants to complete it as “Tastes like Coke.” But the twist comes from the bold message in the corner: “TASTES BETTER WITH Pepsi Max.”
The whole point is to hijack Coke’s moment and reposition Pepsi Max as the better pairing for food.
How This Works
The ad uses visual misdirection. Your eyes first land on the Diet Coke can and the word “TASTES”, setting you up to expect a Coke-driven message. But the actual punchline sits at the bottom right, establishing Pepsi Max as the true flavor champion. It’s competitive advertising done with wit instead of confrontation.
How You Can Reuse It
You can reuse this structure by:
Creating an expectation with your competitor’s product, then flipping the narrative to your advantage in the final message. Great for brands wanting to subtly shade competition without being aggressive. Works especially well when:
• You can visually place the competitor’s product in a neutral, non-hostile way.
• Your product is positioned as the “upgrade” or “better fit.”
This format is perfect for food, tech, fashion, apps, or any category where taste, experience, or performance comparisons can be made creatively.
