Coca-Cola teams up with Gordon Ramsay to dominate summer BBQs

With Memorial Day approaching, Pepsi is promoting itself as the top choice for soft drinks to enjoy during grilling sessions. The brand has teamed up with Bobby Flay to showcase how Pepsi beverages are the perfect accompaniment to burgers, hot dogs, and other barbecue favorites. As part of this initiative, Pepsi has introduced two new limited-time flavors, Pepsi Lime and Pepsi Peach, designed to enhance the grilling experience. These new options will be widely available in stores throughout the summer, a departure from the brand's previous seasonal release strategies.

In line with Pepsi's commitment to promoting guilt-free enjoyment, the campaign "Grills Night Out" aims to encourage people to grill not just on special holidays like the Fourth of July, but on regular days as well. Recent data from a Harris Poll shows that 84% of consumers plan to grill more this year compared to the previous year, reflecting a growing interest in outdoor cooking. Pepsi wants everyone to embrace grilling as a fun and casual activity that can be enjoyed anytime.

Pepsi CMO Todd Kaplan mentioned in an interview that events don't always have to be big and can simply happen on a regular Tuesday.

The creative campaign features three TV commercials that guide viewers through the grilling process while grooving to retro pop songs like “Hot Stuff” by Donna Summer and “December, 1963 (Oh, What a Night)” by Frankie Vallie & The Four Seasons. The first commercial, “Prep,” showcases Flay in action as he showcases his cooking skills with a touch of dance moves. The subsequent ads, “Cook” and “Enjoy,” maintain the lively vibe as friends and family gather outdoors to enjoy grilled food and Pepsi. Additionally, there is a Spanish-language commercial titled “Carne Asada, Parrillada o Asado” as part of Pepsi's efforts to reach out to Hispanic consumers.

Moreover, Flay is also featured in a social video series where he shares grill tips and guides on how to prepare dishes like his famous Green Chili Burger. In April, he was chosen as a Pepsi ambassador, reflecting the growing popularity of food content and influencers among consumers, as noted by Kaplan.

"Food culture is really peaking in interest right now in the country," Kaplan mentioned, noting that half of the content on her social channels involves people preparing and enjoying food.

The media components of "Grills Night Out" include in-store displays, digital content shorts, and various promotional activities. Pepsi has collaborated with Instacart for a giveaway lasting until May 19, where winners in New York City, Chicago, and Los Angeles will receive large orders of grilling essentials. VaynerMedia, Direct Focus, and Acceleration Community of Companies were instrumental in launching the campaign during a crucial sales period for soda.

Shaking up strategy

During the summer, it is one of the most significant timeframes to consider from a category perspective. Kaplan emphasized the importance of ensuring that our brand remains top of mind during this period. The goal is to create a deeper association with our brand.

"Grills Night Out" Campaign Continues the #BetterWithPepsi Trend

The "Grills Night out" campaign is a playful twist on the popular "girls night out" concept, part of PepsiCo's ongoing #BetterWithPepsi platform introduced in 2021. This initiative highlights how Pepsi beverages can enhance a wide range of meals, positioning them as the perfect complement to any dining experience.

Tactical Shifts in #BetterWithPepsi Strategy

Over the years, the #BetterWithPepsi campaign has evolved, with a more subtle approach compared to its earlier combative tone. Recent efforts, such as last summer's campaign featuring competitive eater Joey Chestnut promoting a ketchup-inspired beverage called Colachup for July Fourth, have showcased a more light-hearted and creative side of Pepsi's marketing strategy. Additionally, new flavors like Pepsi Lime and Pepsi Peach, developed in collaboration with renowned chef Flay, offer a more traditional taste profile and wider availability for consumers. These fruity variants aim to enhance the flavors of grilled dishes, with the sweetness of peach and sharpness of lime complementing the meal perfectly. Moreover, Pepsi's citric acid content and carbonation are believed to aid digestion and break down grease, making it an ideal beverage choice for any barbecue or grilling occasion.

Kaplan mentioned that these items are now available for purchase at various retailers nationwide throughout the summer, unlike some of our previous limited releases.

This change in approach for limited-time offerings comes at a time when marketing efforts in the soft drink industry are increasing. Coca-Cola recently added a permanent new flavor after years, while Sprite is competing with PepsiCo's new lemon-lime drink, Starry. Large alcohol companies like Anheuser-Busch and Molson Coors are also trying to dominate the summer grilling season. However, Pepsi believes that there is space for multiple brands, advocating for grilling to become a more regular, casual activity rather than a rare occurrence.

“It’s not always about having a bender on a Saturday night,” said Kaplan. “Grilling is such a specific occasion that we know we have the right to win.”

Editor's P/S:

Pepsi's "Grills Night Out" campaign is a well-executed and timely initiative that aligns with consumers' growing interest in grilling. The partnership with Bobby Flay, the introduction of new flavors, and the focus on guilt-free enjoyment position Pepsi as the go-to beverage for grilling enthusiasts.

The campaign's creative execution, featuring catchy retro pop songs and engaging commercials, effectively captures the fun and casual atmosphere of grilling. The inclusion of a Spanish-language commercial demonstrates Pepsi's commitment to reaching out to Hispanic consumers, a significant demographic in the grilling market. The social video series featuring Flay provides valuable grilling tips and reinforces Pepsi's association with food culture.