Pepsi and Peeps are collaborating on a new drink that combines the two extra-sweet flavors, the companies said Thursday. The new cola, dubbed “Pepsi x Peeps”, mixes the taste of a Pepsi with the “mellow and sweet” marshmallow flavor of Peeps. This makes it “the perfect accessory and thirst-quencher for spring,” according to the companies.
This is the first time Pepsi has used marshmallow in their cola. Pepsi often uses seasonal flavors to generate enthusiasm for its brand. Last winter, the brand launched hot chocolate and apple pie flavored Pepsi drinks to celebrate the holidays.
However, Peeps fans might be disappointed that they couldn’t afford the new flavor.
Instead, Pepsi is donating 3,000 packs as part of its #HangingWithMyPEEPS contest. Each winner, who uses this hashtag and Pepsi tag on Instagram and Twitter to show off their spring celebrations, will receive a package containing three 7.5-ounce mini-cans in bright yellow, pink and blue colors.
Pepsi asked Peeps to collaborate for a spring-inspired flavor, Todd Kaplan, Pepsi vice president of marketing, told CNN Business. He said the suit was intended to provide a “moment of joy” after the last difficult year.
“Taste is really important to customers,” he said. “They want sweet and they want to connect with things emotionally. Peeps has its own subculture that we wanted to tap into. ”
Peeps has been the # 1 chocolate-free candy brand sold this Easter for over 20 years, according to owner Just Born Quality Confections. About 2 billion Peeps are produced each year.
Kaplan said it could potentially be sold publicly if there is a demand for it. For now, it emulates the “drop culture” (aka a limited version of the merchandise) commonly used by sneakers and even McDonald’s to excite fans of both brands.
“These limited-time offers are a way to engage our core fans and give them some fun things to adopt,” Kaplan said.
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