Summer is just around the corner, and Pepsi is set to kick off the season in style. Teaming up with global music superstar Bad Bunny, Pepsi has launched a new campaign called “Press Play on Summer.” Led by CMO Todd Kaplan, this marketing endeavour aims to captivate consumers with a powerful combination of music, technology, and enjoyment.
As part of the “Press Play on Summer” campaign, Pepsi is providing fans with the opportunity to enjoy three months of Apple Music for free. By scanning a QR code found on select bottles of PepsiCo soft drinks, consumers can unlock a world of music at their fingertips. This strategic partnership with Apple Music not only amplifies Pepsi’s connection to music culture but also resonates with today’s digitally savvy audience.
Pepsi’s deep-rooted association with music culture continues to be a driving force in its marketing strategy. With 75% of consumers tuning into music throughout the day and over 100 billion songs streamed every summer, Pepsi recognizes the unparalleled power of music to create memorable experiences. While the brand relinquished sponsorship rights to the Super Bowl Halftime Show, it has consistently championed music. According to Todd Kaplan, Pepsi’s CMO, this campaign aligns perfectly with the brand’s philosophy of unapologetic enjoyment and the idea that a Pepsi in hand, paired with great Apple Music tunes, can enhance summer moments.
The “Press Play on Summer” campaign encompasses a fully integrated marketing approach that spans various channels and touchpoints. Pepsi aims to engage consumers through captivating television ads, compelling digital content, eye-catching out-of-home advertising, and retail activations in both English and Spanish.
Pepsi’s collaboration with Bad Bunny and Apple Music is a testament to the brand’s legacy of partnering with some of the biggest names in pop music. From legendary figures like Michael Jackson and Britney Spears to contemporary icons like Beyoncé, Pepsi has always embraced the power of music to connect with consumers. Bad Bunny, the most-streamed artist in the world, is the perfect partner to elevate the campaign’s impact.
With “Press Play On Summer,” Pepsi is bringing together the best of music, creativity, and refreshment to deliver an extraordinary experience to consumers worldwide.