When you walk into any Arby’s location from here on out and order a soda, you won’t be asked if Pepsi is OK when you order a Coke. The fast-food chain has officially swapped Pepsi beverages for Coca-Cola products at all of its locations.
To announce the major switch, Arby’s created an out-of-home campaign that broke not one but two Guinness World Records for both the smallest advertisement and largest advertisement (or “largest advertising poster”). Agency Moxie was behind the stunt.
First, the smallest ad: When Arby’s was getting ready to tease the Coca-Cola announcement, the brand partnered with Georgia Tech’s Institute for Electronics and Nanotechnology to etch the words “A big announcement is coming. This isn’t it” on a sesame seed plucked straight from an Arby’s bun.
How did that become a world record? That particular ad measured 735.36 square micron in area, making it the smallest advertisement, per the Guinness World Records. If you’re in New York, you can check the ad out at the Arby’s on East 23rd Street, because the brand wanted to display the world’s smallest ad in one of the world’s largest cities. Smart thinking, Arby’s!
As for the largest, Arby’s went to the smallest town in the country to display it, landing the brand in Monowi, Neb., with a population of just one. Yes, Monowi’s sole resident is Elsie Eiler, who serves as the town’s mayor, bartender and librarian. Eiler also stars in the brand’s “Big Announcement” ad.
That outdoor spot—which simply reads “Arby’s Now Has Coke”—measures in at 212,000 square feet (that’s close to five acres, in case you were wondering).