Pepsi and Bad Bunny team up for free Apple Music trial

Pepsi has just kicked off its latest campaign called “Press Play On Summer,” which features global music superstar Bad Bunny. As an added bonus, customers who purchase select PepsiCo soft drinks can scan a QR code to unlock three months of free Apple Music.

The campaign highlights Pepsi's deep-rooted connection to music culture, especially during the summer season when 75% of consumers listen to music throughout the day. With over 100 billion songs streamed every summer, the company's latest marketing push is aimed at tapping into this massive audience. This campaign also comes as Pepsi continues to revamp its marketing strategy around music, following the relinquishment of its Super Bowl Halftime Show sponsorship rights. Last year, Apple Music took over the rights and made its debut appearance on the big stage during the February event.

In a recent interview, Todd Kaplan, Pepsi's chief marketing officer, stated that the current campaign is consistent with the brand's longstanding strategy of promoting music. He emphasized that Pepsi has always been about unapologetic enjoyment and the idea that people can enhance their summer experiences by enjoying a Pepsi while listening to great Apple Music.

This fully integrated campaign is extensive, covering TV, digital, out-of-home, and retail activations in both English and Spanish. Additionally, the campaign will be featured on gas station TV plays and other platforms. In an effort to expand the campaign beyond its flagship soda, PepsiCo has added QR codes to over 400 million bottles within its carbonated soft drink portfolio, including various flavors of Pepsi, Mountain Dew, and the recently launched Starry brand.

Pepsi's latest campaign, "Press Play on Summer," has partnered with Apple Music, a rapidly growing platform with over 88 million users in 2022. This collaboration is reminiscent of a previous Pepsi campaign centered around Apple's iTunes library. In 2004, a campaign to give away 100 million songs on iTunes was met with logistical challenges. However, the utilization of QR codes promises to make "Press Play on Summer" a seamless experience for consumers.

Pepsi is keeping up with the times by utilizing QR code technology on its packaging, which has seen a surge in popularity due to the pandemic's touchless trend. This feature seamlessly integrates with Pepsi's recently revamped visual identity, which now leans into maximalism, and is part of the brand's overall strategy to embrace phygital channels.

In addition to incorporating QR codes, Pepsi's "Press Play On Summer" campaign also stays true to the brand's tradition of collaborating with top pop music icons. From Michael Jackson and Britney Spears to Beyoncé and now Bad Bunny, Pepsi has consistently worked with the biggest names in the industry. Bad Bunny, the Puerto Rican superstar, is currently the world's most-streamed artist, has the number-one album of 2022, and boasts the highest-grossing tour of 2022, among other notable achievements.

Bad Bunny's Previous Collaborations

Bad Bunny is no stranger to working with big brands. In fact, he has collaborated with several major companies in the past, including Pepsi, Cheetos, and Adidas. He even made an appearance at the Super Bowl Halftime Show in 2020, just as his international fame was starting to take off. Additionally, he has participated in major WWE events, cementing his status as a household name in pop culture. Given his impressive track record, it's no surprise that Pepsi has chosen to work with Bad Bunny once again for their latest campaign. While he only appears briefly in a six-second teaser for now, Pepsi has plans to incorporate him into more touchpoints throughout the summer.

According to Kaplan, Bad Bunny's appeal goes beyond cultural borders. He is a phenomenon that has captured the attention of people from different backgrounds. Moreover, Bad Bunny is known for his authenticity. He only associates himself with projects that have a genuine connection to his values and beliefs. Therefore, partnering with him is more than just a business deal; it's an opportunity to create something meaningful together.