Pepsi is making the most of the brand’s connection to music with its summer campaign featuring one of today’s biggest icons Bud Bunny, titled “Press Play On Summer.”
The expansive campaign is pairing Pepsi, Bad Bunny, and Apple Music in what could result in immense advertising success for the PepsiCo company.
"Press Play On Summer" allows customers that purchase any PepsiCo soft drink can to scan a featured QR code for access to three months of free Apple Music.
In an atmospheric teaser spot for the campaign, Bad Bunny sprays canned water on himself, cooling himself off during what is clearly a hot summer day.
PepsiCo is leaning into the summer atmosphere by broadening its campaign effort to include QR codes on a total of 400 million carbonated soft drink cans from the company’s portfolio, including Mountain Dew and even the new Starry brand.
Additionally, “Press Play On Summer” will span various channels including TV, OOH, retail advertising, and digital. It will also be available in both English and Spanish.
Although the campaign is just getting started, it is no surprise that the brand has teamed up with a music superstar.
Part of Pepsi’s branding strategy has always been to feature music icons in their advertisements, going all the way back to the 90s when the iconic Pepsi ad starring Britney Spears, Beyonce, and Pink was released.