Just weeks after the launch of an upgraded version of Pepsi Zero Sugar and the premiere of its new lemon-lime flavored soda, Starry, PepsiCo is giving consumers another soft drink option.
Although spring is over a month away, the soda giant is already gearing up for the season with a long-awaited beverage release. In collaboration with popular marshmallow candy brand Peeps, Pepsi has just launched its Peeps flavored soda, which is now available for a limited time at retailers nationwide.
According to a press release, the seasonal drink – dubbed “Pepsi X Peeps” – combines “the refreshing taste of Pepsi cola with the classic sweet flavor of Peeps Marshmallow that consumers know and love.”
Pepsi first launched its Peeps flavored soda in 2021. However, only 3,000 consumers gained access to the drink by winning Pepsi’s #HangingWithMyPEEPS contest, a contest that invited fans to share photos of themselves enjoying their favorite spring activities on social media.
Pepsi called the soft drink’s original debut “unforgettable”, noting that Peeps flavored soda “even sold for hundreds of dollars in the secondary market”.
To up the fun of the now widely available soda, Pepsi and Peeps are launching another contest, but this time it’s through a virtual egg hunt on Snapchat. To enter, consumers can scan their Pepsi x Peeps can or bottle with the co-branded augmented reality (AR) Snapchat lens to unlock prizes, such as exclusive Pepsi X Peeps merchandise and a spring trip for two.
“We couldn’t be more excited to reinvigorate our partnership with Peeps, bringing together two iconic brands after consumer interest frenzied in 2021,” said Katelyn Meola, Pepsi’s chief brand marketing officer. in the company’s press release. “The collaboration is truly unprecedented – a delicious and refreshing treat, celebrated by two loyal fans, that brings unabashed delight to Pepsi and Peeps lovers nationwide. Since only a few fans were able to get their hands on the cans coveted last time around, we’re thrilled to give everyone across the country the chance to indulge in Pepsi x Peeps this time around.”
Fans can now purchase 7.5-ounce mini-can multipacks and 20-ounce bottles using Pepsi’s product locator.
Peeps isn’t the first brand that Pepsi has leveraged to launch new flavors. Last March, the soda company partnered with iHop to sell a maple syrup flavored cola. Previously, Pepsi unveiled a Cracker Jack flavored soda in partnership with the snack brand.
Brianna is the editorial assistant for Eat This, Not That! She attended Ithaca College, where she earned a degree in journalism and a minor in communications. Learn more about Brianna
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