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  Creative Win, Brand Question Mark: What Pepsi’s Polar Bear Ad Really Achieved Hey marketers, welcome back. If you watched the Super Bowl this year, you probably remember that ad. A CGI polar bear steps into a blind taste test. No labels. No branding. Just flavour. He takes a sip, pauses, and chooses Pepsi Zero Sugar over Coke Zero Sugar. Queen’s I Want to Break Free plays. An existential spiral follows. Identity is questioned. Assumptions are shed. It’s funny. It’s polished. It’s directed by Taika Waititi . And it’s one of the boldest Super Bowl cola ads we’ve seen in years. But bold doesn’t always mean effective in the way brands hope. What Pepsi Got Right Let’s start by giving credit where it’s due. Pepsi’s The Choice campaign did a few things very well. It revived the Pepsi Challenge in a modern, self-aware way It leaned into humour and nostalgia without feeling dated It directly confronted Coca-Cola , instead of dancing around it It backed the message ...