Kaplan told Adweek the brand will be doing several media takeovers over the coming weeks to celebrate Pepsi’s birthday, beginning with People magazine in the first week of September.
“We’re doing a full cover wrap and then a number of different segments within the magazine, just really talking about this cultural icon that Pepsi has become over the years and celebrating some of these moments.”
An activation to dine for
Kaplan and his team have spent the past several years branding Pepsi as the beverage of choice to pair with everything from burgers and hot dogs to rum, as well as introducing cola-infused delicacies such as “Pepsi-Roni Pizza” and a Colachup condiment to adventurous eaters.
Fittingly, the brand’s first major activation, The Pepsi 125 Diner, will continue that culinary connection while leaning into key moments in the brand’s history. Recreated to resemble sets of some of Pepsi’s most memorable commercials, the restaurant—which will be open Oct. 19-26 in New York—will feature memorabilia integrated into the modern aesthetic of its new identity.
“Pepsi and diners have been inextricably linked at the hip for years,” said Kaplan, who has been with the brand since 2006 and has worked with PepsiCo’s water brands, Mountain Dew and in innovation roles before taking over Pepsi marketing in 2022.
He pointed out that many iconic cultural moments—notably “The Pepsi Girl” spots featuring Hallie Kate Eisenberg, the brand’s work with Cardi B and Doja Cat, and even the famous 1970s Saturday Night Live sketch in which patrons could only order “cheeseburger, chips and Pepsi”—all take place in diners.
“[With] Pepsi and diners,” as Kaplan summed up, “a lot of great things happen together.”
Tickets to The Pepsi 125 Diner will start at $50 for a two-hour experience, during which diners will be served a full three-course meal, complimentary Pepsi beverages and cocktails (for those 21+) and “a front row seat for an immersive Pepsi experience.” Guests who missed out on tasting Colachup earlier this summer will get their chance, along with other unicorn menu offerings such Crystal Pepsi and the viral sensation Pilk.
