Pepsi has teamed up with marshmallow candy brand Peeps for a second collaboration for an exclusive marshmallow-flavored soda for this spring. The first collaboration began in 2021 and the partnership results trended on social media on a massive scale. Pepsi brand director Katelyn Meola spoke about their second collaboration, saying: "We couldn't be more excited to reignite our partnership with PEEPS®, bringing two iconic brands back together after the frenzy of consumer interest in 2021."
The packaging for the soda has a bright yellow color that covers almost the entirety of the soda can. The center of the soda can has iconic symbols of Peep’s marshmallow candy products along with the Pepsi logo. As a celebration of their collaborative return, fans can go on a virtual egg hunt using Snapchat’s augmented reality technology to win prizes like a spring trip for two and exclusive merchandise. For a limited time only, the marshmallow-flavored soda is available for purchase in 7.5-ounce cans and 20-ounce bottles.
Exclusive Marshmallow-Flavored Sodas
Pepsi and Peeps to Launch the Marshmallow-Flavored Soda Again
Trend Themes
1. Marshmallow-flavored Beverages - Opportunity for beverage companies to collaborate with popular candy brands to create exclusive and limited-edition marshmallow-flavored beverages.
2. Augmented Reality Marketing - Opportunity for brands to engage customers through augmented reality campaigns like virtual egg hunts, resulting in increased customer loyalty and brand awareness.
3. Limited-edition Collaborations - Opportunity for brands to create buzz and increase sales by partnering with complementary brands to create exclusive and limited-edition products.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can explore new flavor collaborations with popular candy brands to capitalize on the trend of unique and limited-edition flavors.
2. Marketing and Advertising Industry - A growing use of augmented reality marketing techniques provides new opportunities for marketers to engage with customers and create loyalty.
3. Food and Candy Industry - The success of Pepsi and Peeps collaboration demonstrates the potential for limited-edition collaborations in the food and candy industry to create buzz and drive sales.