Kaplan informed Adweek the model can be doing a number of media takeovers over the approaching weeks to have fun Pepsi’s birthday, starting with Individuals journal within the first week of September.
“We’re doing a full cowl wrap after which a variety of totally different segments inside the journal, simply actually speaking about this cultural icon that Pepsi has change into through the years and celebrating a few of these moments.”
An activation to dine for
Kaplan and his crew have spent the previous a number of years branding Pepsi because the beverage of option to pair with every part from burgers and sizzling canines to rum, in addition to introducing cola-infused delicacies resembling “Pepsi-Roni Pizza” and a Colachup condiment to adventurous eaters.
Fittingly, the model’s first main activation, The Pepsi 125 Diner, will proceed that culinary connection whereas leaning into key moments within the model’s historical past. Recreated to resemble units of a few of Pepsi’s most memorable commercials, the restaurant—which can be open Oct. 19-25 in New York—will function memorabilia built-in into the fashionable aesthetic of its new id.
“Pepsi and diners have been inextricably linked on the hip for years,” mentioned Kaplan, who has been with the model since 2006 and has labored with PepsiCo’s water manufacturers, Mountain Dew and in innovation roles earlier than taking on Pepsi advertising in 2022.
He identified that many iconic cultural moments—notably “The Pepsi Lady” spots that includes Hallie Kate Eisenberg, the model’s work with Cardi B and Doja Cat, and even the well-known Nineteen Seventies Saturday Evening Reside sketch during which patrons may solely order “cheeseburger, chips and Pepsi”—all happen in diners.
“[With] Pepsi and diners,” as Kaplan summed up, “a variety of nice issues occur collectively.”
Tickets to The Pepsi 125 Diner will begin at $50 for a two-hour expertise, throughout which diners can be served a full three-course meal, complimentary Pepsi drinks and cocktails (for these 21+) and “a entrance row seat for an immersive Pepsi expertise.” Visitors who missed out on tasting Colachup earlier this summer season will get their likelihood, together with different unicorn menu choices such Crystal Pepsi and the viral sensation Pilk.
