Pepsi pairs ice-cold cans with gameday eats

Pepsi is taking NFL stars Josh Allen and Justin Jefferson off the field and into stadium parking lots with its new campaign Tailgate Crashers. The initiative aims to put Pepsi at the heart of gameday tailgates, positioning the drink as the perfect partner for food and football celebrations.

The campaign, which spans national TV, digital, and social platforms, features Allen and Jefferson in a new role as “flavor fanatics.” Dressed in blue Pepsi jumpsuits instead of jerseys, they crash tailgates to make sure fans have an ice-cold Pepsi to pair with burgers, wings, and brats.

Stadium activations planned nationwide

In addition to the campaign film, Pepsi will host live tailgate activations at NFL stadiums throughout the season, including Lincoln Financial Field in Philadelphia, MetLife Stadium in New Jersey, SoFi Stadium in Los Angeles, and AT&T Stadium in Dallas. Fans can expect on-site takeovers designed to amplify pre-game and post-game experiences with Pepsi at the center.

Gustavo Reyna, VP of Marketing, Pepsi: "Tailgating sets the stage for gameday, and Pepsi has never been content with sitting on the sidelines. With Tailgate Crashers, we're unapologetically crashing the party to bring the bold, refreshing flavor every tailgate deserves. Because when your food and team bring the heat, your tailgate deserves an ice-cold drink that can keep up."

A flavor-first campaign

The campaign film, now live on Pepsi’s YouTube channel, opens with Allen and Jefferson swapping game-day uniforms for Pepsi-branded gear. Instead of a locker-room talk about plays, the pep talk focuses on bringing Pepsi to fans at tailgates. The spot concludes with the players breaking through crowds to hand out cans, reinforcing Pepsi as the drink that “unlocks the full flavor of gameday.”

The campaign officially kicks off today, with more activations and appearances planned throughout the NFL season. Pepsi says additional NFL stars and culinary talent will feature in future Tailgate Crashers content.

www.pepsico.com

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