Pepsi is putting Vanilla and Wild Cherry varieties in the spotlight for its latest campaign.
The soft drink brand unveiled its first campaign in five years for the two flavors, timed to the launch of the new Pepsi Vanilla Zero Sugar and reintroduction of Pepsi Wild Cherry Zero Sugar. The brand debuted two TV spots that extend Pepsi’s “That’s What I Like” campaign, the new U.S. tagline for 2020 that celebrates fans living their lives unapologetically.
Similar to the brand’s initial “That’s What I Like” TV spots, the ads for Vanilla and Wild Cherry depict Pepsi drinkers dancing to music and getting lost in a moment as onlookers join in. Pepsi worked with agency Single Threat to produce “Ribbon” for Vanilla, which features a ribbon dancer in a grocery store dancing to “Blinding Lights” by the Weekend. The brand teamed with agency Alma for Wild Cherry’s “Copier,” which shows an office worker dancing to “Sexy and I Know It” by LMFAO.
“We have always known that Pepsi Wild Cherry and Pepsi Vanilla have been fan favorites, so we couldn’t be more excited to now have them both available in zero sugar varieties,” said Todd Kaplan, vp of marketing, Pepsi, in a statement. “We are so confident that the delicious taste of each flavor stands by itself, that we developed individual spots for each flavor in the latest installment of our ‘That’s What I Like’ campaign.”
The new TV spots are supported by Pepsi’s partnership with Giphy. The GIF-maker has created a library of GIFs from the spot to support expressions and greetings like “byeee” and “chillin.”
While the campaign celebrates the two flavors separately, Pepsi once experimented with combining both flavors. The brand released Pepsi Cherry Vanilla for the summer of 2010 and Valentine’s Day 2016.
Pepsi’s new campaign follows some of the brand’s more unusual marketing moments this year. In February, the brand introduced the Pepsi Engagement Ring (yes, you read that correctly), a diamond ring infused with Crystal Pepsi. Fans participated in a social media contest to win the ring, and the brand is slated to announce the winner on National Proposal Day on March 20.
Pepsi is also slated to launch canned, coffee-infused beverages this spring.
Production: Direct Focus, Inc.
Producer: Kimera Rosen
Director: Joseph Kahn (Supply & Demand)
Music Licensing: Barking Owl