What’s in this article:
- The soft drink’s latest campaign, ‘New York Thing,’ celebrates locals by selecting nine people from all five Boroughs of the city, giving them each $10,000 “to continue unapologetically embodying the true character of the city that never sleeps”
Pepsi unrolls its “Pepsi. It’s a New York Thing” campaign to link its drink to nine individuals who represent each of the boroughs of the city.
“The only thing more iconic than New York City’s landmarks is its people” whose “diverse passions” make the city great, declares Pepsi’s press release for Pepsi. It’s a New York Thing.
Be a part of it, New York, NY
The marketing campaign is presented as a celebration of “these diverse passions,” accomplished by selecting nine people from among all five Boroughs of the city. “ Aside from the publicity they get, they are to be awarded 10,000 a piece for “unapologetically embodying the true character of the city that never sleeps.”
The New York City theme is being carried out to billboards and digital content, as well as distinctive packaging made specifically for the NYC market. The artwork on the label references iconic landmarks like the Brooklyn Bridge, Times Square, the Empire State Building, the Chrysler Building, and, of course, the Statue of Liberty.
While it doesn’t appear to be a direct collaboration with New York City, this campaign does complement the city’s own marketing campaign described in $30 Million to Win Tourists Back to NYC. Umi Patel, CMO of North Division, PepsiCo Beverages North America described it this way: “This campaign is about continuing to show our pride and support for New York City, our home for decades, and celebrating the people whose diversity, unique energy, and unapologetic enjoyment for their passions make it one of the best places in the world.”
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So far, Pepsi has uploaded two videos. One features Haas Kwame, “the authority on apron art in the Bronx.”
The other showcases Tariq Zaid, “the king of streetwear, skateboards, and soy,” who expresses what it means to be from Staten Island:
In the coming weeks, we should see videos uploaded that feature the other seven selected representatives:
- Natalia “Saw Lady” Paruz, a subway performer from Queens who uses the item of destruction to create eerily enchanting music;
- Andrew Ousley, a Brooklyn musician and founder of Death of Classical, a group that plays classical music in crypts, cemeteries, and other unusual locations;
- Pixie Aventura, a Latinx drag queen, actor, and singer in Manhattan;
- Blu deTiger, a young recording artist and bassist born and bred in the city with a star on the rise;
- Shealyn Brand, a Brooklynite who turned her love of pizza into a business as a connoisseur of her favorite food;
- Ahmed Alwan, a young bodega owner in the Bronx who rose to TikTok fame through the unique, playful way he engages with his customers;
- Caitlin Doyle, an actress and creative in Queens who started the Instagram account @Urban.Haiku as an ode to New York City.
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But it doesn’t end there because what good is a social media campaign without the social component? Accordingly, Pepsi encourages participation by inviting fans to nominate their favorite locals for a selection of six winners, using “both the hashtags #PepsiNYCLocal and #Contest and tagging @Pepsi and telling everyone why the nominee should be the next local that Pepsi honors.”