Pepsi will launch a cinnamon-flavoured limited edition called Pepsi Fire, set to roll out later this month.
The special edition will be available from major retailers in the US for eight weeks, starting on 22 May. It is packed in 20oz bottles, as well as 12oz cans.
From May until July, consumers who find specially marked packs of Pepsi Fire, Pepsi, Diet Pepsi, Pepsi Zero Sugar and Pepsi Wild Cherry will be able to win one of thousands of prizes using a ‘first-of-its-kind’ promotion. Select Pepsi brand packaging will feature a Snapchat code that unlocks a variety of exclusive Snapchat features, including unique lenses, geo-filters and a new Pepsi mobile game, when scanned.
They will also have the chance to win a ‘big ticket item’ by unlocking the mobile game when they scan their code. The prizes include new gaming consoles, festival fly-away experiences and the chance to attend a taping of TBS’ chat show Conan.
“Summer is one of the most anticipated times of the year, and Pepsi Fire is going to ignite this season with an unexpected and spicy twist to our classic cola taste,” said Lauren Cohen, director of marketing for Pepsi. “We know Pepsi fans love spending time on Snapchat, and we are excited to offer them a chance to snap their way to one of 1,000 gaming consoles, a trip to Lollapalooza or a Conan show meet-and-greet.”
The summer campaign will be supported by digital, out-of-home and on-air advertising, including a new national TV commercial launching in June. In a summer-long series, Pepsi will also partner with the host of Conan, Conan O’Brien, for special content across TV, digital and social.
And a limited-edition Pepsi Fire Slurpee will be available exclusively at participating 7-Eleven stores across the US until the end of June.
It’s a week since the company announced a rollout of its Lemon Lemon premium sparkling drink in the US, Canada and parts of Europe.
In March, it brought a ginger flavour into its zero-sugar portfolio in the UK for the first time.
© FoodBev Media Ltd 2019