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This Fourth of July weekend, Pepsi is encouraging consumers to celebrate classic holiday traditions while also embracing innovative new ways to enjoy them in its latest effort to prove everything is “better with Pepsi.”
The brand—which typically sees a sales spike on the patriotic-themed holiday for its red, white and blue-packaged products—rolled out “Hot Dogs and Pepsi.” The multi-pronged promotion pairs the perennially popular beverage with two of America’s beloved Independence Day pastimes: Eating hot dogs and watching baseball.
In a stunt mirroring a recent trend of flavor mashups, Pepsi enlisted the Culinary Institute of America Consulting to develop “Colachup,” a cola-infused condiment that incorporates the flavor of the drink into fans’ dog-eating experience.
“The concept is both simple and creative,” David Kamen, director of client experience for CIA Consulting, said in a statement. “It’s a whole new way to enjoy two American classics.”
Curious connoisseurs hoping to get their hands on the special sauce are out of luck: The cola-condiment was produced in limited batches that will be exclusively offered from July 3-4 in designated sections at Chase Field in Arizona, Yankee Stadium in New York, Target Field in Minneapolis and Comerica Park in Detroit. The four venues are Pepsi’s partner stadiums, home to the Arizona Diamondbacks, New York Yankees, Detroit Tigers and Minnesota Twins baseball teams, respectively.
Fans unable to partake in the flavorful experience at the stadiums can still score, with the brand offering to reimburse consumers who purchase a hot dog and Pepsi (up to the cost of a 20oz) at any food service or retail location when they text “FREEPEPSI” to 81234 and upload a receipt showing their purchase.
The promotion, which runs through July 4, is part of the brand’s ongoing #BetterWithPepsi campaign, which in past iterations has paired the soda with hamburgers and pizza to tout the flavor combos.
“Whether food is fancy, or it’s a classic food, we really believe every bite is better with Pepsi,” Jenny Danzi, senior director at Pepsi, told Adweek.
In speaking about Colachup, which she attests is “really good,” Danzi tells Adweek there were “at least a dozen” versions tested by the team before selecting a winner.
