If Lindsay Lohan says “Pilk” is fetch, then it must be so.
What is “Pilk?” A drink mix taking the Internet by storm combines Pepsi and milk to create a perfectly sweet festive concoction to have with Christmas cookies this year.
To mark the beginning of December, Pepsi announced a brand partnership with Lindsay Lohan who is promoting her Hollywood comeback film Falling for Christmas, currently streaming on Netflix. The Christmas campaign ad features Lohan on Christmas Eve, styled in what can only be assumed is a nod to her skimpy Santa costume from Mean Girls, preparing a big glass of Pilk to go with a serving of chocolate chip cookies.
“That is one dirty soda,” she adds while taking a sip of the mocktail.
@lindsaylohan Feeling nice…or naughty? @Pepsi, let’s make #Pilkandcookies happen 🥤+🥛 + 🍪 #PepsiPartner♬ original sound - lindsaylohan
Chief Marketing Officer of Pepsi Todd Kaplan credits the idea behind Pilk to the dirty soda TikTok trend, a mix that went viral last year when singer Olivio Rodrigo posted herself drinking the mocktail.
"Combining Pepsi and milk has long been a secret hack among Pepsi fans. Now with the rise of the 'dirty soda' trend on TikTok and throughout the country, we thought Pilk and Cookies would be a great way to unapologetically celebrate the holidays with a new and delicious way to enjoy Pepsi this season," he explained.
Following social media trends is not new for big brands like Pepsi. Starbucks had a similar strategy last year when introducing two new drinks that had originally been popularized on social media; the “pink drink remixed” and the iced matcha latte with chai.
Using the hashtags #PilkandCookies and #Sweepstakes, Pepsi has invited fans to join the fun by asking them to post photos and videos of their own Pilk combos on social media, offering 25 lucky consumers the chance to win some cash.
"As someone who loves the holiday season and embracing new traditions, I was thrilled to have a little bit of fun with Pepsi and their take on dirty soda. For people learning about Pilk for the first time, I won't lie to you when I say I was a bit skeptical when I first heard of this pairing, but after my first sip I was amazed at how delicious it was, so I'm very excited for the rest of the world to try it," said Lindsay Lohan on the partnership.
In addition to the Pilk and Cookies dirty soda, Pepsi has also introduced some other creative recipes to their holiday list. Some include the “Nutty Cracker,” the “Cherry on Top” and the “Naughty & Nice,” a mix of heavy cream, milk, vanilla creamer — and of course, Pepsi.