Dive Brief:
- Pepsi launched new marketing efforts designed for the holiday and football seasons, according to details shared with Marketing Dive.
- In a 15-second spot, “Holidays Deserve Pepsi,” the tradition of milk and cookies for Santa is revised to include Pepsi and pizza. The spot will be amplified across broadcast and streaming TV along with social media, audio and out-of-home placements.
- The PepsiCo brand also released custom creative in partnership with Walmart that features NFL icon Jerome Bettis, and is building on its Yes, Chefs Tailgates program with live fan experiences at college campuses.
Dive Insight:
Pepsi is ramping up its marketing activity around the holiday and football seasons, two occasions with a strong connection to food, for efforts that build on a “Food Deserves Pepsi” platform that launched in 2024 and positions the soft drinks as an essential pairing with food. Other moments Pepsi has looked to plug itself into as part of the platform have included soccer viewing parties, barbecues and pizza delivery.
“Holidays Deserve Pepsi” offers a fresh twist on the timeless holiday tradition of leaving out milk and cookies for Santa, swapping out the offerings for pizza and a Pepsi Zero Sugar. In turn, Santa leaves a luxury blue sports car waiting under the tree. The commercial also features a twist on Santa, who appears to be a polar bear in a subtle shot at rival Coca-Cola. Pepsi Zero Sugar has become one of Pepsi’s main growth drivers as consumers seek healthier alternatives.
The TV spot will be amplified across a variety of channels and during key moments, including NBC’s holiday tree lighting programming, college football games on Christmas Eve and Christmas Day NBA and NFL games. Additionally, Pepsi expects to have 80% more visibility in retail locations over the year-ago period through holiday packaging, displays, inventory and customer-specific programming throughout the season.
A limited-edition Pepsi Vanilla & Cream Holiday Bundle will be available starting Nov. 19 on Walmart’s website and includes holiday baking items and Pepsi merchandise. Pepsi Vanilla & Cream launched Oct. 18 and has so far received a strong consumer reception, per the brand.
Tapping into football hype, Pepsi launched custom creative featuring Bettis on Nov. 4 across Walmart’s website and social channels. A video, titled “Flag on Flavor,” sees the NFL legend surprising Walmart shoppers while promoting a “Tailgating Deserves Pepsi” campaign. The effort will also be promoted across 15 NFL team partnerships via retail, new creative and in-person experiences.
Pepsi has deepened its connection to football via retail visibility, with a 30% increase in point-of-sale presence over last year, per the brand. Pepsi has been the official soft drink of the NFL for nearly three decades. Earlier this year, the brand advertised in the Super Bowl with a 30-second national spot that featured a polar bear who is befuddled after picking Pepsi Zero Sugar over Coke Zero in a blind taste test.
PepsiCo in Q3 saw net revenue increase 5.6%, per an earnings statement. For its beverages division, the company reported improving organic volume trends, driven by strength in energy drinks, functional hydration and zero-sugar and flavored soft drinks. Still, PepsiCo is looking to trim spending as its broader North American business continues to face sales challenges amid shifting consumer habits.
This fall, KFC U.S. announced that it will replace Pepsi beverages with Coca-Cola across its restaurant system by spring 2027. The win for rival Coke comes as its Mr. Pibb beverage rises as the fastest-growing brand this year. Another rival, Keurig Dr Pepper, is planning to increase its marketing investment, potentially presenting another challenge for PepsiCo.
