Kaplan said the company would advertise the promotion throughout the summer on TV, digital, social and out-of-home channels. Particular attention will go to venues serving consumers who buy drinks for immediate consumption on the go, like bodegas, gas stations and convenience retailers. “In terms of retail, we’re going to get actually very focused on gas station TV,” Kaplan said.
“Pepsi obviously has a huge heritage in music, from jingles way back in the day to being credited with creating lifestyle marketing from the days of Michael Jackson, Madonna, Britney Spears and Beyonce, all the way up through the Halftime Show. One of the most consistently identifiable things with Pepsi is the notion of music,” Kaplan said.
Bad Bunny was named Apple Music’s 2022 Artist of the Year and his album “Un Verano Sin Ti” was Apple Music’s most streamed album last year. The singer has previously worked with PepsiCo’s Frito-Lay snacks, promoting Cheetos.
“There’s no bigger name in music right now than Bad Bunny,” Kaplan said. “He’s the No. 1 most streamed artist in the world, he had the highest grossing tour act of 2022, and the No. 1 chart-topping album of 2022.”
