Pepsi on Wednesday (Dec. 4) launched a holiday minded flavor innovation, Pepsi Zero Sugar Gingerbread Mini Cans, with content featuring frequent brand ambassador Shaquille O’Neal, per details shared with Marketing Dive.
The NBA Hall of Famer looks to become the “Greatest Baker of All Time” in “The Mini Holiday Baking Show,” a cooking show parody that sees Shaq crack eggs on his head, curse at opponents, start a fire and use “baking soda” before revealing a can of the new flavor. The 60-second video is available on the brand’s YouTube, TikTok and Instagram channels.
“With the holiday season in full swing, we’re spreading some cheer by bringing Shaq’s hilarious baking antics to our social platforms and giving fans the chance to get their hands on this limited-edition flavor on TikTok through qualifying purchases and Pepsi Drops giveaways,” said Jenny Danzi, head of Pepsi brand marketing, in a statement.
The limited-edition offering is available via the brand’s Pepsi Drops sweepstakes platform through Dec. 11. In addition, consumers who purchase two 10-packs of Pepsi Mini Cans via TikTok Shop will receive a free can of the new flavor, which adds a blend of brown sugar, cinnamon, ginger and molasses to the classic Pepsi profile. Marketers, including Pepsi rival Coca-Coca, have experimented with TikTok Shop exclusives to drive sales and brand awareness.
Pepsi earlier this year promoted Pepsi Lime and Pepsi Peach with a TV campaign that positioned the limited-time offerings as perfect pairings for grilling season. The effort featured Bobby Flay, who helped develop the flavors. Previously, the brand ran the first dedicated campaign for its Wild Cherry flavor in three years, which featured new spots, a Betches partnership and a text-to-sample activation.
Shaq is no stranger to Pepsi collaborations. The icon last year promoted Pepsi Mini Cans with a nostalgic campaign that nodded to creative from 1994 and teamed with Pepsi and Reebok on a pair of shoes modified to fit a full Pepsi Mini Can into the sole.
The playful tone of “The Mini Holiday Baking Show” aligns with Pepsi’s recent marketing, which has featured stunt videos intended to go viral and major marketing pushes around sports and pop culture.
