You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, in what might be the gimmickiest product launch of the year, Pepsi’s creative for its super sweet new Easter flavor catches our eye.
It’s almost impossible to pass by the Peeps display during Easter and not grab a package or two (or three) of the marshmallow treat. This year, the treat that we all may be craving is a Pepsi x Peeps. Yes, it is marshmallow-flavored soda. The catch: you can’t have it. That is unless you enter to win it by taking a picture of yourself enjoying spring with a Peeps marshmallow chick or bunny and tagging @PEPSI, #HangingWithMyPEEPS and #PepsiSweepstakes on Twitter and Instagram.
While sugary soda watchdogs will not be happy, the select winners who pick up a three-pack of 7.5 oz. cans of this limited-edition soda likely will be. Ten grand prize winners will get “an epic collector’s pack.”
To promote the stunt, Pepsi has recreated dioramas of two of its iconic ads, only this time they have replaced the people in the spots with Peeps. The first is ’It’s more than OK’ (below) and the second is Cindy Crawford’s famous 1992 spot.
PepsiCo hasn’t been shy about rolling out publicity stunts of late. Last month, it launched a primetime game show on Fox called ’Cherries Wild’. It’s hosted by Jason Biggs of American Pie fame. It also just announced that Pepsi Mango is a permanent flavor. And, its Mountain Dew ’lost Bob Ross episode’ has been a hit.
Todd Kaplan, vice-president of marketing at Pepsi, said in a statement: “After what has been a very difficult year, many consumers are looking for new things to smile about. So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola. We know our consumers love our limited product drops, and we believe that Pepsi x Peeps will deliver an iconic and delicious pairing that has the potential to become a fan favorite.”
Next year, we need a Cadbury Creme Egg and Dr Pepper mash-up. If only they were still part of the same company.