Dive Brief:

• PepsiCo celebrated Halloween with an ad displaying a can of Pepsi in a red "Cola-Coca" cape.
• The direct jab at rival Coca-Cola carried the text "We wish you a scary Halloween!"
• The ad got significant attention on Facebook and Twitter, prompting an unofficial response from neither Coca-Cola or its agencies that read "Everybody wants to be a hero!"

Dive Insight:

Directly mentioning a competitor in an ad can be risky, though Pepsi avoided any copyright issues with the swap of "C" and "L" in the Coca-Cola logo. What their Belgian ad agency was trying to say, exactly, is a bit confusing, though. For example, we see a can of Pepsi wearing a "Cola-Coca" cape and think, "Hey! Pepsi wants to be Coke!"

But we're also sure that's not what they were going for.