Pepsi Crashes BBQs, Swaps Coke for Pepsi in Summer Campaign

Pepsi's Bold BBQ Takeover: Swapping Coke in Summer Campaign

Pepsi launched its "Grilling Deserves Pepsi: BBQ Crashers" campaign, aiming to position Pepsi as the perfect BBQ beverage. The campaign centers around a humorous 60-second spot featuring "Pepsi Crashers" who infiltrate barbecues and swap out Coke for Pepsi.

Campaign Details

• The campaign launched on May 15, just ahead of National Barbecue Day.
• A 60-second video spot showcases the "Pepsi Crashers" in action.
• The campaign includes English and Spanish-language versions ("Carne Asada Merece Pepsi").
• The creative will run across TV, YouTube, Instagram, Facebook, X (formerly Twitter), and TikTok.
• An Instacart partnership offers $7 off purchases of $35 or more on Pepsi products and food items from May 18-26.
• A separate retail promotion offers $3 off four Pepsi products through loyalty apps.

Campaign Strategy and Background

This campaign builds on Pepsi's "Food Deserves Pepsi" platform. Previous iterations included "Pepsi Chase Cars" and "Undercover Cups," both featuring similar disruptive tactics. This time, the Pepsi Crashers ditch their blue jumpsuits for summer attire, adding a comedic touch to their mission.

The campaign comes as Pepsi faces competition, with Sprite recently overtaking it as the third-largest carbonated soft drink in the US. This aggressive marketing push aims to recapture market share and strengthen Pepsi's association with summer and grilling.

The Instacart tie-in and retail promotions further incentivize consumers to choose Pepsi, driving sales and brand engagement.

This campaign also follows recent leadership changes at PepsiCo, with Mark Kirkham taking over as CMO of US beverages. This campaign could be a key initiative under his leadership.