Beverages: Pepsi skips the names and goes all in on food with ‘Share a Pepsi’ campaign

Why it is the topic trending:

• Pepsi has launched a summer campaign called ‘Share a Pepsi’ that focuses on food pairings instead of names on its bottles.

• This campaign builds on Pepsi's broader ‘Food Deserves Pepsi’ platform, which first launched in 2024.

• Limited-edition bottles feature images of popular foods like burgers, tacos, hot dogs, pizza, and wings.

• The campaign aims to highlight how Pepsi's flavor profile enhances a variety of foods, particularly at summer gatherings.

• Pepsi is using out-of-home, radio, social media giveaways, sweepstakes, and a DoorDash promotion to support the campaign.

• The campaign also prominently features Pepsi Zero Sugar.

Overview: Pepsi is launching its summer ‘Share a Pepsi’ campaign with a creative twist, shifting the focus from personalized names on bottles to highlighting how Pepsi perfectly complements various popular foods. This limited-edition packaging features images of summer favorites like burgers and tacos, reinforcing Pepsi’s ‘Food Deserves Pepsi’ platform. The campaign aims to strengthen the association between Pepsi and meal occasions, particularly summer gatherings, through a multi-channel activation including advertising, social media engagement, and promotional partnerships.

Detailed Findings:

• Campaign Name: Share a Pepsi

• Brand: Pepsi

• Focus: Food pairings instead of names on bottles.

• Limited-Edition Packaging: Features images of burgers, tacos, hot dogs, pizza, wings, and other popular foods.

• Platform Connection: Builds on the ‘Food Deserves Pepsi’ platform launched in 2024.

• Campaign Goal: To highlight how Pepsi’s flavor profile pairs with a range of foods, especially at summer gatherings.

• Supporting Activities: Out-of-home and radio ads, social media giveaways, sweepstakes on Pepsi Drops, one-day DoorDash promotion.

• Event Activation: On-site activation at EEEEEATSCON LA.

• Product Highlight: Pepsi Zero Sugar is prominently featured on the limited-edition bottles.

• Ongoing Promotion: Ties into the ongoing Pepsi Challenge promotional tour.

Key success factors of product (trend):

• Creative Packaging: The visual appeal of food images on Pepsi bottles.

• Strong Association with Food: Reinforcing Pepsi as the go-to beverage for meals.

• Multi-Channel Marketing: Utilizing various platforms to reach consumers.

• Leveraging Existing Platform: Building on the established ‘Food Deserves Pepsi’ concept.

• Highlighting a Key Product: Promoting Pepsi Zero Sugar.

Key Takeaway: Pepsi’s ‘Share a Pepsi’ campaign cleverly pivots from personalized names to iconic food pairings, aiming to solidify its role as the ideal beverage to accompany a wide variety of meals, especially during the summer, utilizing an integrated marketing strategy to engage consumers and promote both its regular and zero-sugar offerings.

Main Trend: The main trend is beverage brands strategically aligning themselves with food consumption occasions to enhance their relevance and drive sales.

Description of the trend: Perfect Pairings: Beverage Brands Deepen Food Associations

What is consumer motivation:

• Seeking Meal Accompaniments: Consumers often look for a beverage to complement their meals.

• Creating Enjoyable Food Experiences: The right drink can enhance the taste and overall satisfaction of a meal.

• Convenience of Bundled Purchases: Promotions that link beverages with food can be appealing and convenient.

• Following Brand Recommendations: Consumers may be influenced by brand suggestions for ideal food pairings.

• Nostalgia and Tradition: Certain beverages have long-standing associations with specific foods (e.g., soda with burgers).

What is driving trend:

• Increased Competition in Beverage Market: Brands are looking for ways to stand out and increase consumption.

• Leveraging Mealtime Habits: Food is a consistent part of daily life, offering regular consumption opportunities.

• Data on Consumer Preferences: Brands analyze data to understand which foods their beverages are most often consumed with.

• Strategic Marketing Campaigns: Intentional efforts to create and reinforce food pairings.

What is motivation beyond the trend:

• Taste and Flavor Complementarity: Certain beverages naturally taste good with specific foods.

• Cultural and Regional Associations: Some pairings are deeply ingrained in local food cultures.

Description of consumers article is referring to:

Best Description: The article refers to general consumers who purchase Pepsi products, particularly those who do so to accompany their meals, especially during the summer months and at social gatherings.

• Pepsi Consumers: Individuals who regularly or occasionally buy Pepsi beverages.

• Mealtime Drinkers: Those who typically consume beverages with their food.

• Summer Gatherers: People who host or attend picnics, barbecues, and other food-centric summer events.

Who are the consumers implied by article:

• Who are them: General consumers in Pepsi's target market.

• What kind of products they like: Pepsi products (regular and Zero Sugar), and a variety of popular foods like burgers, tacos, hot dogs, and pizza.

• What is their age?: Not explicitly specified, but likely a broad range appealing to mainstream soda drinkers.

• What is their gender?: Not explicitly specified, likely appealing to both male and female consumers.

• What is their income?: Not explicitly specified, but Pepsi is a widely accessible brand.

• What is their lifestyle: Likely includes individuals who enjoy casual meals and social gatherings, especially during the summer.

• What are their category article is referring shopping preferences: Purchase soda and food items from various retail channels, including grocery stores, convenience stores, and restaurants (for delivery).

• Are they low, occasional or frequent category shoppers: Likely a mix, from occasional soda drinkers to more frequent consumers, especially when purchasing for events or meals.

• What are their general shopping preferences-how they shop products, shopping motivations): Influenced by brand recognition, promotions, and the desire for products that enhance their social and mealtime experiences.

Conclusions: Pepsi's "Share a Pepsi" campaign effectively leverages the association between their beverages and popular food items, aiming to increase consumption by positioning Pepsi as the perfect accompaniment to meal occasions, particularly during the summer season.

Implications for brands:

• Identify Natural Food Pairings: Understand which foods their beverages are commonly consumed with.

• Create Integrated Marketing Campaigns: Develop campaigns that explicitly link their beverages with relevant food items.

• Consider Limited-Edition Packaging: Use creative packaging to reinforce the food pairing message.

• Partner with Food Delivery Services and Restaurants: Offer joint promotions and meal deals.

Implication for society:

• Reinforcement of Beverage and Food Consumption Habits: Campaigns like this can further solidify existing cultural associations between certain foods and drinks.

Implications for consumers:

• Convenient Meal and Beverage Solutions: Promotions and packaging that highlight pairings can simplify purchasing decisions.

• Inspiration for Meal Combinations: May prompt consumers to consider specific beverages with their meals.

Implication for Future:

• Increased Co-Marketing Efforts Between Food and Beverage Brands: Expect to see more collaborations and campaigns that promote pairings.

• Further Personalization of Beverage Recommendations Based on Food Choices: Potential for apps and smart devices to suggest drinks based on ordered or prepared meals.

Consumer Trend (name, detailed description): Meal-Centric Beverage Consumption: Consumers increasingly view beverages as an integral part of their meal experiences, actively seeking out and choosing drinks that complement or enhance the flavors of their food.

Consumer Sub Trend (name, detailed description): Strategic Food and Beverage Pairings by Brands: Beverage companies are proactively developing marketing strategies and campaigns that highlight specific food pairings with their products to drive consumption and increase brand relevance during meal occasions.

Big Social Trend (name, detailed description): The Central Role of Food and Drink in Social Gatherings: Food and beverages continue to be a cornerstone of social interactions and gatherings, with consumers seeking combinations that enhance these experiences.

Worldwide Social Trend (name, detailed description): Global Emphasis on Food Culture and Culinary Experiences: Across the world, there is a growing interest in exploring and enjoying diverse food and drink combinations as part of cultural and personal experiences.

Social Drive (name, detailed description): Desire for Enhanced Sensory Experiences and Social Enjoyment: Consumers are motivated by the desire to maximize the taste and enjoyment of their meals and to enhance their social interactions through shared food and drink.

Learnings for brands to use in 2025:

• Understand the Mealtime Context of Beverage Consumption: Recognize that many beverage purchases are linked to meals.

• Create Clear and Compelling Food Pairings: Offer specific and appealing suggestions for what to eat with their beverages.

Strategy Recommendations for brands to follow in 2025:

• Develop Marketing Campaigns Focused on Meal Pairings: Showcase how their beverages complement different types of food.

• Collaborate with Food Brands for Cross-Promotional Activities: Partner with companies that produce complementary food items.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of Meal-Centric Beverage Consumption underscores the strong connection between food and beverage choices, urging brands and companies in 2025 to strategically align their marketing efforts with meal occasions and highlight specific food pairings to enhance consumer relevance and drive sales, as exemplified by Pepsi's "Share a Pepsi" campaign.

Final Note:

• Core Trend: Meal-Centric Beverage Consumption: Drinks chosen to complement meals.

• Core Strategy: Highlight and Promote Food Pairings: Explicitly link beverages to specific foods.

• Core Industry Trend: Strategic Brand Alignment with Food: Beverage companies focusing on meal occasions.

• Core Consumer Motivation: Desire for Enhanced Sensory Experiences and Social Enjoyment: Wanting food and drink to taste good together and enhance social events.

Final Conclusion: Pepsi's campaign offers a creative and effective approach to reinforcing the natural link between their product and a wide variety of popular foods. By focusing on meal pairings, Pepsi taps into a fundamental aspect of consumer behavior and strengthens its position as a key player in enhancing everyday food experiences.

Core Trend Detailed: The core trend of Meal-Centric Beverage Consumption emphasizes that consumers increasingly consider beverages as an essential part of their meal experiences, actively selecting drinks that complement and enhance their food. This reflects a shift beyond simply quenching thirst to a more integrated approach to dining where beverage choices are intentional and contribute to the overall enjoyment and flavor profile of the meal.

Key Characteristics of the Core trend:

• Beverages as Culinary Partners: Drinks are no longer viewed as separate entities but as integral components that contribute to the overall meal experience.

• Intentional Pairing: Consumers put thought into selecting beverages that they believe will taste good with their food.

• Cultural and Traditional Associations: Many food and drink pairings are deeply rooted in cultural norms and long-standing traditions.

• Enhancement of Flavor: The primary goal of pairing is often to elevate the taste and sensory experience of the meal.

• Social Norms: Beverage choices during meals can be influenced by social settings and the desire to share a complete dining experience.

Market and Cultural Signals Supporting the Trend:

• Restaurant and Cafe Menus with Pairing Suggestions: Many dining establishments now offer recommendations for beverages that complement specific dishes.

• Content from Food Experts and Influencers: Food blogs, recipe websites, and culinary personalities often provide guidance on ideal food and drink pairings.

• Marketing Campaigns Emphasizing Pairings: Food and beverage brands frequently showcase their products being consumed together in advertisements.

• Long-Standing Cultural Traditions: Numerous cultures have specific beverages that are traditionally served with particular types of food.

• Consumer Reviews and Feedback: Diners often comment on how well beverages complemented their meals in reviews of restaurants and food products.

How the Trend Is Changing Consumer Behavior:

• More Deliberate Beverage Selection: Consumers are becoming more thoughtful and less automatic in their choice of drinks with meals.

• Seeking Guidance on Pairings: Individuals are increasingly looking for recommendations on which beverages best accompany certain foods.

• Experimentation with New Combinations: Consumers are more open to trying different food and drink pairings to discover new and enjoyable flavor profiles.

Implications Across the Ecosystem:

• For Brands and CPGs: Opportunities exist to market beverages specifically as ideal complements to particular types of food, enhancing their appeal during meal occasions.

• For Retailers: Retailers can strategically merchandise food and beverage items together to encourage pairing purchases and cater to consumers' mealtime needs.

• For Consumers: Consumers can look forward to more mindful and potentially more enjoyable dining experiences through a greater awareness of food and beverage pairings.

Strategic Forecast:

• Meal-centric beverage consumption is expected to remain a strong and influential trend in consumer behavior.

• Food and beverage companies will likely continue to innovate in their marketing and product development to capitalize on consumers' desire for perfect pairings.

Areas of innovation

• Development of AI-powered apps that suggest ideal beverage pairings based on the user's meal choices.

• Subscription boxes that curate food and beverage items specifically designed to be enjoyed together.

• Partnerships between food and beverage brands to create co-branded products or meal deals centered around perfect pairings.

• In-store tasting stations that allow consumers to sample recommended food and beverage combinations.

• Interactive digital content that educates consumers on the art and science of food and beverage pairing.

Final Thought (summary): The intentional pairing of beverages with meals is becoming an increasingly important aspect of the consumer dining experience, driven by the desire to enhance flavor and overall enjoyment. Pepsi's "Share a Pepsi" campaign cleverly taps into this trend by directly associating their product with a variety of popular food choices, highlighting the growing significance of beverages as integral partners in our everyday eating rituals.

Description of consumers article is referring to:

• Age: Not explicitly specified, but likely a broad range appealing to mainstream soda drinkers (potentially teenagers to middle-aged adults).

• Gender: Not explicitly specified, likely appealing to both male and female consumers who enjoy Pepsi.

• Income: Not explicitly specified, but Pepsi is a widely accessible brand, suggesting appeal across various income levels.

• Lifestyle: Likely includes individuals who enjoy casual meals and social gatherings, especially during the summer, and who typically consume beverages with their food.

Source: https://www.thedrum.com/news/2025/06/12/pepsi-skips-the-names-and-goes-all-food-with-share-pepsi-campaign