Pepsi Enlists Cardi B for Its Own Version of Holiday Gift Giving

Pepsi is known for its Super Bowl half time show and celebrity-laden commercials. Now it wants to burnish a reputation for holiday cheer.

The soda-maker will help consumers give cash gifts to friend and family members through a digital scratch-off game that can be sparked via QR codes found across 12 packs of Pepsi, Diet Pepsi, Pepsi Zero Sugar, Wild Cherry Pepsi and Pepsi Vanilla. If customers find three Pepsi globes, they will get the chance to send cash prizes with values ranging from $5 to $25,000 to a designated person or charity.

Pepsi thinks the holidays offer “a big opportunity for the cola category,” says Todd Kaplan, vice president of marketing for Pepsi, in an interivew. And while rival Coca-Cola has long celebrated the season with animated polar bears and evocations of nostalgia, Pepsi believes it can harness technology to get soda adherents to give its beverages more consideration when they are shopping for end-of-year get-togethers and Christmas gatherings. “This is a fun take on holiday giving that will spread more holiday cheer.”

To drive the point home, Pepsi has enlisted rapper and musician Cardi B to underscore the theme in digital and TV commercials that are beginning to roll out Thursday. In a digital video, a younger Cardi B meet Santa Claus, who says she was “naughty” and isn’t deserving of gifts. She vows to give gifts to everyone. In a TV ad slated to debut Thanksgiving Day in NBC’s “Macy’s Thanksgiving Day Parade” and in football games airing that day on NBC, CBS and Fox, Cardi B works with elves in a holiday workshop to get holiday cash to everyone, no matter their behavior.

Pepsi will also dispense pass-along cash in other ways.  The beverage giant will pick one fan at select NHL and NFL games, and broadcast them on a stadium’s jumbo-tron screen. where they can decide to keep cash for themselves or give ten times the amount to another row in the house. ! The “Gift it Forward with Pepsi” Cash Cam will be live at select games across the following teams:  Miami Dolphins, Washington Redskins, New York Giants, New York Jets, Pittsburgh Steelers, Dallas Cowboys, St. Louis Blues, Tampa Bay Lightning, Washington Capitals and Colorado Avalanche.

The company will also team up with iHeartMedia’s Elvis Duran, who will pass forward gifts he receives from celebrities and friends to a listener each week throughout November and December. There will also be a weekly grand prize drawing, with eight winners getting a chance to win a trip to Puerto Rico.

Other marketers under the PepsiCo umbrella are also trying new tactics to win holiday shoppers. PepsiCo’s Frito-Lay on Wednesday unveiled a new video commercial that seeks to get consumers to consider many of the snacks in its portfolio for holiday consumption.


More TV

  • Hilary Duff

    Hilary Duff Asks Disney to Move 'Lizzie McGuire' Revival to Hulu

    Hilary Duff has posted a statement asking that the planned revival of “Lizzie McGuire” be moved from Disney Plus to Hulu. “I’d be doing a disservice to everyone by limiting the realities of a 30 year old’s journey to live under the ceiling of a PG rating,” Duff wrote on Instagram. “It’s important to me [...]

  • Tan France Jameela Jamil

    TV News Roundup: Tan France, Jameela Jamil Among OZY Fest Headliners

    In today’s TV news roundup, OZY Media announced Tan France, Jameela Jamil and others as headliners of OZY Fest, and Netflix dropped the official trailer of “On My Block” Season 3. DATES Disney Channel‘s second season of “Just Roll With It” will premiere on Sunday, March 15 at 8:45 p.m. The sitcom follows the Bennett-Blatt family [...]

  • Lorraine Toussaint

    Queen Latifah's 'Equalizer' Reboot Pilot at CBS Casts Lorraine Toussaint

    Lorraine Toussaint has joined the CBS’ reboot pilot for “The Equalizer,” Variety has learned. She joins previously announced series lead Queen Latifah and recently announced cast member Liza Lapira. In the reimagined version, Queen Latifah stars as Robyn McCall, an enigmatic figure who uses her extensive skills to help those with nowhere else to turn. Toussaint [...]

  • Ben Schnetzer

    'Y: The Last Man' Series at FX Casts Ben Schnetzer as Yorick

    Ben Schnetzer has stepped into the role of Yorick Brown in FX’s upcoming “Y: The Last Man” series, Variety has learned. He takes over the role from Barry Keoghan, who exited the series at the beginning of this month. The show is based on Brian K. Vaughan and Pia Guerra’s award-winning DC Comics graphic novel series [...]

  • Herb Dorfman Obit Dead

    Herb Dorfman, Orion Pictures Home Video Executive, Dies at 77

    Herb Dorfman, former Orion Pictures executive and a home video industry veteran, died Feb. 25 of complications from Parkinson’s disease and dementia. He was 77. Dorfman served as head of home entertainment for Orion Pictures from 1987 to late 1996. Orion was a prosperous independent studio in those days that turned out a steady stream [...]

  • Black Panther

    What's Coming to Disney Plus in March 2020

    Disney Plus will continue to expand its library next month, adding older films as well as new television shows, releasing as both weekly episodes and entire seasons. After streaming on Netflix for over a year, Marvel’s “Black Panther” is making its way to Disney Plus, leaving just “Avengers: Infinity War” and “Ant-Man and the Wasp” [...]

  • Bob Chapek

    What Disney's Theme Parks Reveal About New CEO Bob Chapek

    Theme parks and resorts aren’t likely top of mind for the industry set when they think of Disney. But in light of the recent (and very swift) appointment of parks and consumer products head Bob Chapek to succeed Bob Iger as Disney CEO, Chapek’s recent interviews at the parks offer a few insights about the [...]

More From Our Brands

Access exclusive content