Creativity Brand Strategy

Pepsi and IHOP say #ShowUsYourStack to win a limited-edition Pepsi Maple Syrup soda

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By Webb Wright | Junior Reporter

March 24, 2022 | 4 min read

Got sugar? Soft drink giant Pepsi has partnered with IHOP for a limited release of new Pepsi Maple Syrup, which is available starting today via a social media sweepstakes.

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Pepsi Maple Syrup / The Acceleration

Pepsi has partnered with popular pancake chain IHOP for a limited release of Pepsi Maple Syrup Cola. The release is Pepsi’s latest attempt to stand out and capture the attention of consumers in an industry where rapid innovation has become a prerequisite for survival.

Pepsi Maple Syrup “combines the indulgent flavor profile of maple syrup with the crisp, refreshing caramel notes of a Pepsi,” according to a statement from the brand. With this latest product launch, Pepsi wants to drive demand by releasing a very limited supply: only 2,000 fans will be chosen to receive one of the new limited-edition 12-ounce cans.

To be selected as a recipient, fans will need to take a picture or record a video of a stack of pancakes, and post on Instagram or Twitter with the hashtags #ShowUsYourStack and #PepsiSweepstakes. They will also need to tag @IHOP. The sweepstakes kicks off today and will wrap up on Tuesday March 29. One recipient “will also be surprised with a custom Pepsi Spout, inspired by the iconic IHOP syrup pitchers, that will produce the perfect pour to enjoy Pepsi Maple Syrup Cola.”

“There is truly nothing quite like the indulgent taste of Pepsi Maple Syrup Cola – sweet maple syrup blended with the refreshing taste of Pepsi cola. We couldn’t be more excited to partner with IHOP on this special initiative, as it isn’t often we get to bring together two iconic brands to satisfy the cravings of pancake and Pepsi lovers alike,” said Todd Kaplan, Pepsi’s chief marketer. “We can’t wait to celebrate those who have an unapologetic love of pancakes by giving the limited-edition cans to 2,000 fans who #ShowUsYourStack online.”

The brand’s collaboration with IHOP is the latest in a long string of recent “unique and indulgent flavor innovations” from Pepsi. In 2020, the soda company dropped Pepsi Apple Pie. Last year, it released both Pepsi x Peeps and Pepsi x Cracker Jack. And the brand hasn’t just been toying with its flavor profile – it’s also been leveraging other tactics, like leaning into 1990s nostalgia with Crystal Pepsi and even retooling its carbonation with Nitro Pepsi.

The growing list of innovations from Pepsi is reflective of a growing need throughout the soft drink industry to constantly develop creative new products as a means of staying relevant – especially among a younger consumer base that’s rapidly losing interest in soda. Pepsi also appears to be aiming to boost its engagement with younger consumers by releasing a highly-limited product that will only be attainable through a social media sweepstakes. Stay tuned for the next innovation.

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