Pepsi has teamed up with Peeps to create a new marshmallow-flavored cola for Easter — and is celebrating the sugary launch by transforming supermodel and soda campaign star Cindy Crawford into a candy bunny.
On Thursday, the beverage brand announced that it has collaborated with Peeps on an ultra-limited-run flavor, mixing its classic cola taste with a hint of sweet marshmallow.
But fans of the two brands will have to show their love to score one of just 3,000 three-packs of the special soda in a #HangingWithMyPEEPS sweepstakes.
The Pepsi x Peeps collab comes in yellow, pink, and blue 7.5 oz. cans, which are packaged together in a box with a clear window — just like Peeps.
‘After what has been a very difficult year, many consumers are looking for new things to smile about,’ Todd Kaplan, VP Marketing – Pepsi, said in a press release.
‘So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola.
‘This Pepsi x Peeps collaboration will be available in three bright colors through a distinctive mini-can design and will most certainly have fans buzzing all season long.’
Peeps Brand Manager Caitlin Servian added: ‘The Peeps Brand always finds great joy in teaming up with partners to bring our beloved Marshmallow flavor to fans in new and exciting ways, which is why we’re thrilled to collaborate with PEPSI on this limited-edition Pepsi x Peeps beverage leading up to the Easter holiday.’
To win one of the 3,000 packages — or one of 10 grand prices of a collectors’ package — fans need only to take a photo of themselves enjoying the spring with Peeps candy.
It should be submitted on Twitter or Instagram with @Pepsi tagged and the hashtags #HangingWithMyPEEPS and #PepsiSweepstakes.
The promotion is only available int he US.
And to celebrate the drop, the brands have also recreated some iconic Pepsi moments with Peeps, like Cindy Crawford’s 1992 commercial.
Pepsi has offered fans the chance to get their hands on several limited-edition flavors in the past few months.
Most recently, the brand produced a limited-edition batch of ‘Cocoa’ Cola, a cola drink with hints of hot cocoa and vanilla.
To make sure that the new drink truly tasted like a hot cocoa Pepsi — not just chocolate-flavored Pepsi — the team tested several different kinds of chocolates before settling on the perfect milk chocolate base flavor.
Only 2,500 cans were distributed following an online campaign.
Pepsi ran another contest to give away a limited-edition Pepsi Apple Pie cola ahead of Thanksgiving in 2020.
The brand also debuted its first new permanent flavor in five years on March 22.
Pepsi Mango has a traditional Pepsi cola flavor mixed with notes of ‘ripe, juicy’ mango, and comes in both regular and zero-sugar varieties.
‘Surprising? Yes. Delicious? Heck yes. The bright citrus and rich caramel notes of an ice-cold Pepsi create the perfect cola base for the ripe, juicy flavors that make mango so irresistible,’ the company said in a press release.
The new drink is available in grocery and convenience stores across the US, and comes in 12 oz. 12 packs and 20 oz. bottles.
‘Our team has created a surprisingly perfect match with Pepsi Mango, combining the delicious taste of Pepsi cola with the flavor of a sweet, juicy mango,’ said VP of Marketing Todd Kaplan.
‘Mango is one of the most popular fruits in the world, and it serves as the perfect complement to Pepsi, creating an irresistible combination that our fans can enjoy everywhere throughout the year.’
