PepsiCo wants to entertain you. Next month, PepsiCo is introducing a reality dating show in partnership with ViacomCBS to promote its new flavor, Pepsi Mango.
Details of the dating show are not yet available, but we do know its latest advertainment play from Pepsi as the brand seeks to reach people via television (with shows like Cherries Wild) and movies (like Uncle Drew) as well as through ads.
“As we think about the fragmentation of the media landscape and the skippability of ads — people want to watch the content that they want — there certainly still is a role for advertising,” said Todd Kaplan, vp of marketing at Pepsi.
Pepsi Mango marks the brand’s first permanent release of a Regular and Zero Sugar variety at the same time, designed to support consumers’ growing preference for sugar-free offerings, without having to sacrifice great taste.
Cherries Wild Is on Fox
Cherries Wild marks the latest collaboration between the soft-drink maker and Fox. In 2015, Pepsi was part of a multiepisode plot line in the show “Empire” that culminated with a main character appearing in a Pepsi commercial to help boost his image as a pop star.
The new game show is hosted by actor Jason Biggs, the half-hour show will test contestants’ knowledge of pop-culture trivia in two rounds of gameplay that advances them toward a chance to win $250,000.
Pepsi worked with its agency OMD and The Content Collective, Omnicom Media Group’s entertainment and content marketing unit, to negotiate the Cherries Wild collaboration.