Pepsi chases pizza deliveries in a sports car to push pairing power

Dive Brief:

• Pepsi is taking advantage of peak pizza ordering on Friday, Sept. 13, through a new DoorDash partnership and flashy stunt campaign, according to a press release.
• Consumers who purchase select Pepsi products and satisfy a minimum order amount through the delivery app will have the chance to win a free pizza. The four participating chains are Little Caesars, Papa Johns, Pizza Hut and Marco’s Pizza.
• The giveaway is accompanied by a humorous, action-filled stunt campaign, made in collaboration with BBDO Worldwide, that features “Pepsi Chase Cars” racing to ensure pizza deliveries are accompanied by Pepsi.

Dive Insight:

Pepsi is taking advantage of a predicted spike in pizza orders in an effort to associate their drink with the favored take-out food of many. The campaign is meant to capitalize on the Friday-night popularity of the food, with nearly 43% of pizza orders being placed on Fridays, according to data cited in the press release.

The soda giant will dole out “tens of thousands” of free pizzas to consumers who make qualifying purchases from any of the four major pizza chains that are part of the promotion from 4-10 p.m. ET, while supplies last. By partnering with Little Caesars, Papa Johns, Pizza Hut and Marco’s Pizza, Pepsi can maximize its reach across the U.S.

The brand unveiled a stunt campaign featuring “Pepsi Chase Cars” to promote the effort. In an over minute-long video, pizza drivers are chased by a Pepsi-themed sports car, to ensure the recipient has the soda to accompany their food. The comedic video ends with consumers enjoying their Pepsi along with their pizzas, much to the annoyance of the delivery drivers who were followed. (One driver assumes the stunt is “some kind of TikTok bullshit.”)

Additional cutdowns and bloopers from the videos are across Instagram, Facebook, X and TikTok. The campaign is an extension of the #BetterWithPepsi brand platform that encourages consumers to pair the beverage with various foods. Previous efforts have centered around fast-food burgers and cola-infused pepperoni.

Pizza isn’t the only thing Pepsi has been activating around recently. The brand this month marked the start of the 2024 NFL season and upcoming theatrical release of “Gladiator II” with a campaign that features Megan Thee Stallion and several NFL stars.