# Festive Dirty Sodas Pepsi is Putting a Twist on Milk and Cookies with "Pilk" By Laura McQuarrie | Published 2022-12-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pilk References: [prnewswire](https://www.prnewswire.com/news-releases/pepsi-invites-fans-to-join-the-naughty-list-this-holiday-season-with-pilk-and-cookies--a-new-dirty-soda-holiday-tradition-301691543.html)  It's a tradition to leave out [milk and cookies](https://www.trendhunter.com/trends/pepsi-gingerbread) for Santa and this holiday season, [Pepsi](https://www.trendhunter.com/trends/pepsi-smores) is inviting people to put a twist on tradition with Pilk and Cookies. As the brand describes, "For those new to Pilk, it is the delicious and must-have drink that combines the crispness of Pepsi with the subtly sweet and creamy taste of milk, traditionally topped with creamer, and it pairs perfectly with cookies." Also known as "[dirty soda](https://www.trendhunter.com/trends/ninja-thirsti-dirty-soda-packs)," Pilk has been popular among select groups for decades and now it's gaining even more traction with new generations on TikTok. The #PilkandCookies Holiday Challenge gives 25 fans the chance to win cash for their holiday gifts by sharing a photo or video of their own Pilk and Cookies with the corresponding campaign hashtags on social media. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 71% | Activity: 90% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Dirty Sodas:** There is opportunity for beverage companies to experiment with unusual flavor combinations and market them in a playful and festive way. - **Social Media Challenges:** Businesses can leverage social media trends to engage younger audiences and create opportunities for user-generated content. - **Milk Alternatives:** There is potential for milk alternatives, such as Pepsi's Pilk, to disrupt the traditional dairy industry and attract customers with health or environmental concerns. ### Who This Affects Most - **Beverage:** Companies in the beverage industry can capitalize on the popularity of unique drink flavors and develop innovative marketing strategies to create buzz among consumers. - **Social Media:** The social media industry can provide platforms for businesses to engage with targeted demographics through viral challenges and user-generated content. - **Dairy:** There is an opportunity for dairy and milk alternative companies to innovate their products to keep up with changing consumer preferences and trends. ## Related on Trend Hunter - [Prepackaged Dirty Soda Refreshments](https://www.trendhunter.com/trends/dirty-mountain-dew.md) - [Seasonal Dirty Soda Drinks](https://www.trendhunter.com/trends/dirty-del.md) - [Premixed Dirty Soda Creamers](https://www.trendhunter.com/trends/dirty-soda-creamer.md) - [Customizable Dessert-Style Dirty Sodas](https://www.trendhunter.com/trends/dirty-sodas-1.md) - [Citrus-Forward Soda Arrivals](https://www.trendhunter.com/trends/mountain-dew-3.md) - [Festive Season Milk Products](https://www.trendhunter.com/trends/santas-milk.md) - [Festive Peppermint Cereals](https://www.trendhunter.com/trends/milk-x-milk-bar-holiday-cookie-cereal.md) - [Mix-and-Match S'mores Sodas](https://www.trendhunter.com/trends/pepsi-smores.md) - [Reinvented Cherry-Flavored Sodas](https://www.trendhunter.com/trends/pepsi-wild-cherry-cream.md)