Pepsi is Putting a Twist on Milk and Cookies with "Pilk"
Laura McQuarrie — December 1, 2022 — Marketing
References: prnewswire
It's a tradition to leave out milk and cookies for Santa and this holiday season, Pepsi is inviting people to put a twist on tradition with Pilk and Cookies. As the brand describes, "For those new to Pilk, it is the delicious and must-have drink that combines the crispness of Pepsi with the subtly sweet and creamy taste of milk, traditionally topped with creamer, and it pairs perfectly with cookies."
Also known as "dirty soda," Pilk has been popular among select groups for decades and now it's gaining even more traction with new generations on TikTok. The #PilkandCookies Holiday Challenge gives 25 fans the chance to win cash for their holiday gifts by sharing a photo or video of their own Pilk and Cookies with the corresponding campaign hashtags on social media.
Also known as "dirty soda," Pilk has been popular among select groups for decades and now it's gaining even more traction with new generations on TikTok. The #PilkandCookies Holiday Challenge gives 25 fans the chance to win cash for their holiday gifts by sharing a photo or video of their own Pilk and Cookies with the corresponding campaign hashtags on social media.
Trend Themes
1. Dirty Sodas - There is opportunity for beverage companies to experiment with unusual flavor combinations and market them in a playful and festive way.
2. Social Media Challenges - Businesses can leverage social media trends to engage younger audiences and create opportunities for user-generated content.
3. Milk Alternatives - There is potential for milk alternatives, such as Pepsi's Pilk, to disrupt the traditional dairy industry and attract customers with health or environmental concerns.
Industry Implications
1. Beverage - Companies in the beverage industry can capitalize on the popularity of unique drink flavors and develop innovative marketing strategies to create buzz among consumers.
2. Social Media - The social media industry can provide platforms for businesses to engage with targeted demographics through viral challenges and user-generated content.
3. Dairy - There is an opportunity for dairy and milk alternative companies to innovate their products to keep up with changing consumer preferences and trends.
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