The recent Pepsi Super Bowl ad has sparked outrage on LinkedIn, but the backlash reveals a bigger problem. As marketers fixate on **distinctive brand assets (DBAs)**, we risk stripping advertising of **emotion, showmanship, and profit-driving power**.

This year's Super Bowl spot from Pepsi uses imaginative repetition to extend 'The Pepsi Challenge' into 2026. However, it has chosen to hijack the Coca-Cola polar bear and send him to therapy after it discovers it, in fact, prefers Pepsi Max over Coca-Cola Zero. Marketers have collectively lost their minds over a brand featuring its main competitor in such a huge ad moment.

We've come a long way as an industry that was once obsessed with brand image and brand love to fully understanding how brands work through a series of memory networks, with purchase occasions bringing brands to mind via DBAs. Byron Sharp lays claim to such a swing of this pendulum, as he shared very eloquently (and unusually humbly) on his LinkedIn.

I'm here to tell you the pendulum has swung too far and advertising is being simplified to the point where it can't reasonably do its job. And because my mobile number is at the bottom of my email and my address is clearly visible on my Strava, I've brought new evidence to placate the inevitable distinctiveness mob.

![Pepsi Super Bowl Ad Image](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/1-1770038422.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

The main pushback around Pepsi's new spot, which System1 has tested, is that using Coca-Cola's DBAs in the ad will weaken the creative by building fewer memories for Pepsi and more for Coke. Or, as the more eloquent LinkedIn posts put it, 'It's a Coke ad!'

This should cause marketers great concern and keep creatives up at night. Could the use of competitor DBAs not add more creative strength than take away? Say through attention, fame, emotion, memory formation? Of course, to answer that question, marketers would have to believe there's more to advertising than distinctive asset use. Which anyone holding this POV clearly doesn't.

We've become distinctiveness-obsessed, at the cost of any other view of creativity.

## New Research Proving It

I've just released a [new book](https://system1group.com/the-creative-dividend) after researching the US and European markets, representing $140bn in market share from the Effie Insights database. Connecting all the campaigns to System1's creative testing. B2B, B2C, challenger brands, category leaders, you name it... It's a modern handbook on advertising effectiveness. And, unsurprisingly, we didn't discover that distinctiveness was the only output of creativity that mattered. It's 100% part of it, but it plays a role alongside three other key indicators of advertising effectiveness.

![Research Data Image](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/2-1770038434.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

We found that distinctiveness is very much the hygiene factor of effectiveness. You need the ad's effort to be attributed to you. Crucially, we measure consumer brand recognition in the new research, rather than 'I reckon the use of that bear means this ad isn't distinctive for Pepsi.' However, we found that **emotion** (and its role in building more favorable memory structures), **showmanship** (and how it creates attention, trust and fame) and **consistency** (and its role in supercharging strategy) all build on top of distinctiveness to deliver profit in their own ways.

My favorite insight comes from [linking creative measurement to Effie's data.](https://system1group.com/the-creative-dividend) Distinctiveness is so very important; it means increasing your media spend leads to a higher likelihood of revenue. But revenue is table stakes (77% of campaigns report revenue increase), it's profit that matters. Distinctiveness alone struggles to increase the likelihood of profit without emotion. Distinctiveness turns media spend into revenue, but emotion turns revenue into profit.

Maybe this entertaining, culturally relevant, creative idea that uses Coca-Cola's assets increases the emotional appeal to the ad while still managing high distinctiveness? But, of course, we can't think like this with our singular blinkered view of distinctiveness on.

![Creative Effectiveness Image](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/3-1770038453.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

Now, you may think I'm being too harsh on some well-meaning marketing thinking, but I don't think marketers have become distinctiveness-obsessed because of a few mean tweets after I [posted in favor of the Pepsi](https://www.linkedin.com/posts/andrew-tindall_is-this-accidenlty-an-ad-for-coca-cola-or-activity-7422993965152374784-LQVz?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAzLmmwB4l_E4aVIXmRv2I-tLLAUytLhSsw) team's new ad. The data in this new colossal research sadly demonstrates how many marketers are being led down the DBA garden path, without a care for a broader view on creativity.

When you combine these four views of creativity with media spend, **Excess Share of Creativity (ESOC)** emerges. This is the creative advantage that actually manages to enter the market. It beautifully captures not only whether a marketer has managed to create a better ad, but also whether they've noticed this and fought to get more budget behind that better ad so it can do the work it deserves. ESOC significantly predicts share growth and exponentially predicts profit growth.

![ESOC Data Image](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/4-1770038464.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

You can see whether marketers are any good at planning creative and media together like this through the Advertising Planning Matrix, which I stupidly shoved at the back of this new book. 38% of campaigns in this huge new research dataset are 'Busy Work' and only 17% are growth drivers. We are rather terrible at recognizing creativity and backing it with media to achieve ESOC.

![Advertising Planning Matrix Image](https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/5-1770038474.jpg?width=1020&fit=crop&crop=faces,edges&auto=format&q=100&dpr=2)

But what's more revealing is what creatively holds the 21% of campaigns in 'Paid Noise' back from achieving their true potential. Only 30% of campaigns are below their category for distinctiveness, 73% are below the average emotional response and 69% fall behind on showmanship (the use of character, story, humor, etc). These campaigns with the largest media spend are nailing their DBA use, but the rest is missing. A lack of emotion and entertainment is holding them back. The creative lights are on, but no one's home.

So, from the data, the most impactful way we can dramatically increase the chance of share and profit growth is to get these huge campaigns that are falling behind creatively but smashing distinctiveness to focus on making ads that also make consumers feel something. Distinctiveness is the perfect foundation on which to build all of this.

Which leads us to the Pepsi Super Bowl ad... [We've tested it](https://testyourad.system1group.com/report/493f9fab-3d56-43d9-91a1-18e875713422?advertCategoryId=2003) using the same research in this huge new research (System1's Test Your Ad) and not only is it more distinctive than the category, but it has more showmanship and, most importantly, it's one of the most emotional Super Bowl ads we've tested. And the brilliant Pepsi team isn't just saving it for game day. They have realized they have creative gold and they are backing it to properly achieve an Excess Share of Creativity.

I think this is marketing excellence and a great example of the benefits of judging advertising beyond just distinctiveness. Distinctiveness is very, very important, but let's not lose sight of everything else that is.

The spot has sparked outrage on LinkedIn, but the backlash reveals a bigger problem. As marketers fixate on distinctive brand assets, we risk stripping advertising of emotion, showmanship and profit-driving power.

Why Pepsi's Super Bowl Ad Backlash Reveals a Dangerous Marketing Obsession

A successful advertising campaign is one that catches customers’ attention and includes a memorable slogan or image. But considering the fact that most people consciously see **around 100 advertisements every single day**, we definitely can’t remember them all. So it’s particularly impressive when a marketing campaign is still going viral decades after it was first published.

We took a trip to **Vintage Ads Collections** on Instagram and compiled a list of their most fascinating posts below. Some of these images might still be a hit today, while others might get someone fired if they were proposed in a meeting nowadays. But they’re certainly entertaining and wonderful little time capsules!

![Vintage ads showing changing values with a humorous van ad claiming to attract more women than a Lamborghini.](https://static.boredpanda.com/blog/wp-content/uploads/2026/01/Bu4YEgdAPui-png__605.jpg)

We might be exposed to more ads and commercials today than ever before in human history, but the idea of advertising itself is certainly not a new concept. According to Instapage, the first signs of advertisements actually appeared in ancient Egyptian steel carvings from 2000 BC. Meanwhile, the first printed ad was published in 1472, when William Caxton decided to advertise a book by posting flyers on church doors in England.

Over 200 years later, the first newspaper ad in the United States was published in 1704. And by 1835, Americans were advertising on big billboards all across the country, with some of the first ads encouraging viewers to see the Ringling Bros and Barnum & Bailey circus. Advertising through the mail, however, didn’t become popular until Sears started sending out postcards in 1892.

![Vintage ad showing a black cat watching a fish on a retro Philips television, illustrating changing values over time.](https://static.boredpanda.com/blog/wp-content/uploads/2026/01/BqnluxkgkLT-png__605.jpg)

Advertising completely changed in the 20th Century when companies had the opportunity to reach their customers directly through the radio. In 1922, the cost of a 10-minute advertising slot on the radio cost $50, or what would be about $965 today. Then, in 1935, George Gallup started utilizing **market research**, which allowed companies to find out information about their consumers and determine the best ways to advertise to them.

Advertising was also forever changed after companies were given the opportunity to start marketing via television. This began in 1941, and it became the main method of reaching customers for the next 70 years.

![1987 Volkswagen Vanagon Camper GL vintage ad illustrating changing and enduring values in classic vehicle marketing.](https://static.boredpanda.com/blog/wp-content/uploads/2026/01/CQKnk8MACkW-png__605.jpg)

Of course, advertising through magazines was also extremely popular during the 20th Century, as most, if not all, of the ads in this article were featured in print. Many of these ads, especially the older ones, look quite foreign to us today because they have *so many words*. Nowadays, most of our attention spans have been ruined by social media and short-form content, so the idea of reading multiple paragraphs of an advertisement sounds like a huge waste of time. We can barely suffer through 15 seconds of ads on YouTube! But back in the day, when this was one of the only ways to reach customers, it worked brilliantly.

By the mid 1990s, companies finally had the opportunity to reach consumers through their computers. And according to Okoone, even that has transformed drastically over the past few decades. It started out with simple banner ads, which soon turned into **search engine advertising**. And by 2005, digital advertising was a multi-billion dollar industry. Google was the first to utilize this kind of marketing to its full potential, but Yahoo and Microsoft were successful as well.

![Vintage ad showing Smokehouse almonds with a beer glass and black-and-white TV in the background, highlighting changing values.](https://static.boredpanda.com/blog/wp-content/uploads/2026/01/Bu5hFpkgnpR-png__605.jpg)

Once social media exploded in popularity, it absolutely changed the advertising game. The advantages that these platforms had, Okoone explains, is large amounts of **user-generated data**. This made it much easier to target consumers with ads for products and services that they would genuinely be interested in. And now, as we all know, if you start talking about a specific product or issue, Instagram will suspiciously start showing you ads for exactly what you were discussing.

Just like any other industry, though, advertising is constantly changing. So Forbes notes that companies need to learn how to adapt if they want to keep up. Figuring out how to utilize popular platforms is a necessity. Nowadays, many companies need to create a TikTok account or use **influencer marketing** to get the word out about their products. It’s not easy to grab consumers’ attention anymore, so businesses can’t rely on the same strategies that yielded success five or ten years ago.

It’s also crucial for companies to optimize efficiency if they want to remain competitive. “In December 2020, we teamed up with a well-known brand to produce a TV commercial through creator content filmed entirely remotely,” Corbett Drummey wrote for Forbes. “The brand quickly received 118 video assets from creators, reduced its production time by 50% and cut 30% of its traditional production cost. The success of this unique piece of content resulted from testing a new agile approach.”

![Vintage ad showing Sealtest red white and blueberry ice cream representing changing and lasting values in vintage ads.](https://static.boredpanda.com/blog/wp-content/uploads/2026/01/8176930844_d057978bae_o-69737f7958f7f__605.jpg)

Are you enjoying this list full of blasts from the past? Keep upvoting the ads that definitely would have caught your eye if you saw them in a magazine, and let us know in the comments below if you remember any other famous marketing campaigns from your youth.

Times are constantly changing. You might look back at your Instagram feed from two years ago and wonder what the heck you were posting. So it's even more jarring to see advertisements from 50 years ago. But they're definitely entertaining! We've compiled a list of fascinating vintage advertisements that you definitely wouldn't find in magazines today. . Curiosities, History

80 Vintage Ads That Show How Marketing Has Evolved (And What We Can Learn)

# YouGov's 2026 Best Brand Rankings: Key Insights for Marketers

Market research giant YouGov has released its **Best Brand Rankings 2026**, highlighting the strongest brands in the U.S. and globally. The list is based on 6 million consumer surveys across 28 markets, scoring brands on metrics like **impression, quality, value, customer satisfaction, corporate reputation, and recommendations**.

## U.S. Top 10 Brands: Consistency and Everyday Relevance

In the U.S., the top 10 brands are dominated by household names that have become part of daily life:
1. **Amazon**
2. Band-Aid
3. Dawn
4. Dove
5. Samsung
6. **St. Jude Children’s Research Hospital**
7. M&M’s
8. Amazon Prime
9. YouTube
10. Tylenol

**Amazon** maintains its No. 1 spot, with consumers praising it for being **fast, easy, and comprehensive**, setting the standard for modern shopping. However, concerns about ethics, product quality, and authenticity were noted.

**St. Jude Children’s Research Hospital** stands out as an outlier among tech and consumer brands, ranking highly in the advocacy and giving sector. YouGov tailors questions to measure value for charities by assessing whether they provide good value for the time or money invested by supporters.

Ray Martin, CEO at YouGov America, emphasized: "In both the U.S. and globally, the strongest performers are brands that have become part of everyday life, consistently meeting consumer expectations around **quality, value, and experience**."

## Global Top 10 Brands: Tech and Athletic Dominance

Globally, the top 10 features tech platforms and athletic brands:
1. **WhatsApp**
2. Samsung
3. YouTube
4. Google
5. Adidas
6. Nike
7. Netflix
8. Dettol
9. Colgate
10. Toyota

Brandy Hecke, senior enterprise account director at YouGov, noted: "The strongest brands today aren’t necessarily the loudest. They are the most embedded. Many of these brands are at the top because they sit naturally in everyday routines." She added that **habit beats hype**, with platforms like YouTube and WhatsApp performing well because people return to them instinctively.

## Most Improved Brands in the U.S.

The survey also highlights the most-improved brands based on year-over-year scores:
1. **Cheerios**
2. Reese’s
3. Skechers
4. General Mills
5. Lindt
6. Jersey Mike’s
7. Band-Aid
8. Johnson & Johnson
9. Dunkin’
10. Tyson

**Cheerios** boosted its visibility with a major campaign promoting its new higher protein cereal and brought back a limited-edition frosted lemon flavor, generating buzz and engagement. Ryan Gross, senior vice president at YouGov, explained: "Ongoing **product innovation and portfolio updates** keep a brand like Cheerios relevant while evolving consumer tastes change."

Brands like **Skechers** and **Reese’s** capitalized on cultural moments, such as the Super Bowl, with campaigns that reinforced their identities.

## Key Takeaways for Marketers

- **Value and trust** are critical for brand health in the U.S., as highlighted by YouGov executives.
- Strong brands focus on **doing the right things repeatedly** in ways that fit into people’s lives, rather than just doing more.
- **Consistency and delivery** build trust, as seen with brands like Samsung and Toyota.
- Brands that perform well combine **scale with everyday relevance** and score high on quality and recommendations.

The full list is available for download on YouGov's website.

From tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.

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