Pepsi's use of polar bears in its advertising stems from a bold 2026 Super Bowl campaign that playfully "borrowed" Coca-Cola's iconic polar bear mascot to highlight the Pepsi Challenge.

Campaign Origin

Pepsi Zero Sugar's Super Bowl LX ad, "The Choice," directed by Taika Waititi, features a conflicted polar bear undergoing a blind taste test. It prefers Pepsi Zero Sugar over Coke Zero Sugar (backed by 2025 Pepsi Challenge data showing 66% preference), sparking an existential crisis resolved in therapy. This cheeky jab revives Pepsi's "challenger brand" history against Coke, using Queen's "I Want to Break Free" for dramatic flair.

Historical Context

Polar bears have long been Coca-Cola's symbol since 1993, tied to wholesome holiday ads with CGI bears enjoying Coke in snowy scenes. Pepsi doesn't own polar bears traditionally but co-opted the imagery here without naming Coke, tapping into cultural memory for instant recognition. Creatives call it "muscle memory" marketing—irreverent humor over emotional warmth.

Why Polar Bears?

  • Icon Hijack : Leverages Coke's asset for free publicity; 91% of viewers linked it to Pepsi per System1 tests.
  • Taste Test Proof : Real data (66% blind preference) makes the bear's "betrayal" credible and fun.
  • Cultural Punch : Pokes cola wars rivalry, positioning Pepsi as the bolder, tastier choice amid habit-driven loyalty.
  • Nostalgia Twist : Blends 1970s Pepsi Challenge with modern memes (e.g., Coldplay kiss cam callback).

Reception and Impact

Industry buzz praises the risk: top 15% for brand-building, 38% found it hilarious. Critics see it as Pepsi staying true to decades of playful antagonism, not reinvention. No backlash reported; it reinforces Pepsi's growth (30.8% in zero-sugar colas, 2025).

Multiple Perspectives

  • Pro-Pepsi View : Audacious genius—memory beats attention in AI-era branding.
  • Industry Take : Familiar strategy, like Cold War burger ads; prioritizes humor over provocation.
  • Skeptic Angle : Bold but risky—could accidentally boost Coke if misread (though data says no).

TL;DR : Pepsi used polar bears to troll Coke's mascot into switching sides, proving superior taste via real tests in a viral, high-stakes ad.

Information gathered from public forums or data available on the internet and portrayed here.