Beverage giant Pepsi has tapped music superstar Doja Cat to release a theatrical remake of the hit 'Grease' song 'You're The One I Want' to promote the brand's retro soda shop-inspired flavors. With the new campaign, Pepsi continues to add to its long history of music-related collaborations.
The limited-edition 'Pepsi-Cola Soda Shop' flavors come in two new flavors: black cherry and cream soda. The campaign itself is said to be inspired by both indulgence and nostalgia, drawing on 50s-era imagery and pop culture. “The soda shop is a storied piece of American culture. We thought it was a fun way to bring this concept to life around Pepsi-Cola Soda Shop, which we’re calling a ‘modern take on a classic" said Todd Kaplan, Pepsi’s vice-president of marketing.
Pepsi is set to debut the new Doja Cat-starring TV spot this Sunday during the MTV Video Music Awards, which the hip-hop star will also be hosting.
Image Credit: Pepsi
What's Driving This Trend
- Music-driven Advertising
- Brands partnering with music superstars to release theatrical music videos featuring their limited-edition products creates a disruptive trend in the world of advertising and promotion.
- Retro-inspired Flavors
- Creating limited-edition flavors that hearken back to 50s-era soda shops allows beverage brands to tap into consumers' nostalgia and provides an opportunity for innovation in the beverage industry.
- Celebrity Hosted Events
- Having a celebrity host an event and promoting a brand through that event can be an innovative way to increase brand awareness and boost sales.
Who This Affects Most
- Beverage Industry
- Using limited-edition flavors and partnering with music stars for promotion creates an opportunity for beverage brands to innovate their products and marketing strategies.
- Music Industry
- More and more brands are partnering with music superstars to promote their products, presenting an innovative opportunity for the music industry to explore new revenue streams.
- Advertising Industry
- Molding advertising campaigns around music superstars and retro-inspired flavors opens up an innovative approach for the advertising industry in promoting and amplifying product sales.
