Pepsi 125 Diner

[JoelR]

PepsiCo has done a lot of promotion in its 125 years, from iconic ads to sports sponsorships to music marketing.

Perhaps that’s why, when it came time to begin preparing for Pepsi’s 125th anniversary on Aug. 28, the marketing team couldn’t settle on just one activation.

Instead, Pepsi is running 125 different programs over 125 days leading up to New Year’s Eve, including opening a diner in New York City that embraces nostalgia while also promoting some of the newer elements of the brand.

“Pepsi and diners have been inextricably linked for years,” CMO Todd Kaplan told Marketing Brew. “We thought this was a great way to kick things off by letting consumers experience an immersive restaurant experience…bringing to life some of the best pop culture moments from Pepsi, some of the best culinary and beverage components of Pepsi, all together in one really unique experience.”

“The new way to build brand experiences isn’t just for the people on site, but it’s to make sure they can become a megaphone for broader people on digital and social,” Kaplan said.

https://www.marketingbrew.com/stories/2023/08/25/a-conversation-with-pepsico-s-cmo-about-its-125th-anniversary

[JoelR]

If you had the marketing budget of Pepsi, what is a real-world event you would host?