"Get Wild": Pepsi Wild Cherry's Millennial-Centric Campaign Courts Aging Millennials with Nostalgia and Flair
Pepsi Wild Cherry is set to captivate the taste buds and memories of aging millennials with its latest campaign, "Get Wild." Recognizing the changing lifestyles of this demographic, the campaign strategically targets those navigating the realities of "adulting," weaving in nostalgic references and digital partnerships to create a unique and engaging experience.
A New Take on "Wild": In a departure from traditional soda campaigns, Pepsi introduces "Get Wild," the first dedicated campaign for its Wild Cherry variant in three years. Acknowledging that the millennial definition of "wild" has evolved, the campaign taps into the cohort's penchant for nostalgia, pairing it with the current experiences of parenthood and adulting. Jenny Danzi, Senior Director of Pepsi Trademark and a millennial herself notes that while the indulgence may look tamer, the fun and enjoyment remain intact.
Nostalgia Meets Modern Life: The campaign seamlessly integrates Pepsi's 125th-anniversary rebrand from last year, featuring a refreshed visual identity for Wild Cherry with vibrant packaging adorned with cherries carrying Pepsi-blue stems. Commercials like "Nursery Rhymez" and "#1 Fan" use nostalgic references to popular music, evoking memories while showcasing the brand's pulse motif and fresh visual identity. Directed by Kate Hollowell and her women-led production house Epoch Films, these ads bring humor and relatability to the forefront.
Digital Partnerships and Millennial Appeal: Pepsi Wild Cherry recognizes the influence of millennial women as key sales drivers for flavored cola. "Get Wild" strategically partners with women-owned and -targeted media, including collaborations with Betches and the popular "Call Her Daddy" podcast. The campaign extends beyond traditional channels, embracing millennial digital habits with media buys on social platforms, podcasts, and mobile gaming. Partnerships with Barstool Sports and Candy Crush Saga further amplify Pepsi's reach among its target demographic.
A Broad Appeal with a Human Insight: While "Get Wild" is centered around a specific demographic – aging millennials – Jenny Danzi emphasizes its broad appeal. Set to debut during NFL Wild Card Weekend, the campaign is designed to resonate across demographics and transcend audiences. Pepsi Wild Cherry's commitment to real human insight ensures that the campaign, rooted in nostalgia and tailored for millennials, remains an inclusive and resonant experience for all.
"Get Wild" marks Pepsi Wild Cherry's bold move to court aging millennials by intertwining nostalgia with the realities of adulting. Through clever marketing, digital partnerships, and a fresh take on what "wild" means for this demographic, Pepsi aims to rekindle the love for its Wild Cherry variant and create a memorable connection with consumers across diverse demographics. As the campaign unfolds during NFL Wild Card Weekend, Pepsi Wild Cherry invites everyone to "Get Wild" and savor the moments, no matter how tamed they may be.