PEPSI Wild Cherry has unveiled "Get Wild," a new advertising campaign that captures the essence of modern adulthood and the new 'wild' realities of millennials and young adults. Featuring two brand new commercials that will debut on national television during NFL Wild Card Weekend on January 13, the campaign humorously depicts everyday experiences that millennials face as they navigate their new lives of 24/7 adulting. And while responsibilities might look different, so do moments of joy – and with Pepsi Wild Cherry, those moments are as wild as ever – the vibe is just different.
Millennials, especially females, are driving flavoured cola growth, with the category led by cherry, the number one preferred flavoured cola in the US. The sweet, juicy and effervescent flavour profile of Pepsi Wild Cherry and Pepsi Wild Cherry Zero Sugar brings out the 'wild' side of this group in the form of moments of unapologetic indulgence that balance the serious and playful sides of current adulting realities. Whether it's opting for a solo Friday binge-watch, enjoying a living room dance party with the family, or meeting friends early for a night out, everyone can indulge in their wild side with Pepsi Wild Cherry.
The campaign was directed by filmmaker and comedian Kate Hollowell of Epoch Films, a women-owned global production company. Hollowell, recently shortlisted for the Cannes Young Director Award, is a rising industry star, with a short film premiering at Sundance '24. She is known for her work in music videos, commercials and short films across the world.
"As a millennial myself, I know firsthand what it's like to feel nostalgic for our younger, freer days – and I know that we're also still good at getting a little bit 'wild.' That's why I love how our new 'Get Wild' campaign shows that a sweet, flavorful sip of Pepsi Wild Cherry can inspire us to inject some of that 'wild' feeling in our new realities," said Jenny Danzi, Senior Marketing Director – Pepsi.
"We know millennials are seeking fruity and flavorful options when they drink cola, and consumer preferences indicate cherry-flavoured cola as a top choice. Now, with the new iconic and gorgeous packaging of Pepsi Wild Cherry—in zero sugar, regular and diet—Pepsi is all-in with Pepsi Wild Cherry, starting with Wild Card Weekend."
Getting 'wild' looks a little different for millennials as they settle into their "adulting" roles, and many take to social media to share how while they may have challenges, they are also not giving up their 'wild' side. Ahead of Wild Card Weekend, Pepsi Wild Cherry is encouraging everyone who is still figuring out adulting without compromising their 'wilder' side to celebrate what their new 'wild' looks like through a suite of engaging marketing activations, in addition to the new spots. A snapshot of the activations includes a giveaway, a media takeover, and a "Wild Weekend".
