{"id":20809,"date":"2023-11-21T13:57:28","date_gmt":"2023-11-21T13:57:28","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/why-pepsi-brought-back-its-biggest-spokesman-to-promote-its-smallest-drink\/"},"modified":"2023-11-21T13:57:30","modified_gmt":"2023-11-21T13:57:30","slug":"why-pepsi-brought-back-its-biggest-spokesman-to-promote-its-smallest-drink","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20809","title":{"rendered":"Why Pepsi brought back its biggest spokesman to promote its smallest drink"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Pepsi\u2019s latest campaign is for all the short kings out there, even though it stars Shaquille O\u2019Neal.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">As part of an ongoing 125th anniversary celebration, the soft-drink brand is taking a look back at some of the most significant moments in its history. That includes partnerships with big celebrities, and Shaq, \u201cquite literally,\u201d is one of the biggest, CMO Todd Kaplan told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The product Shaq is promoting now, though, is anything but. While the new campaign, which rolled out Monday, is inspired by Pepsi\u2019s \u201cBig Slam\u201d campaign with Shaq from 1994, this time around, the former basketball star serves as the face of Pepsi\u2019s 7.5-ounce mini cans.<\/p>\n<p><iframe loading=\"lazy\" title=\"I Wish (I Was a Little Bit Smaller) | Shaq x Pepsi Minis\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/-4f3STq0YJ4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Blast from the past: <\/strong>Shaq was \u201cthe face of our brand\u201d for several campaigns in the \u201990s, Kaplan told us, and while Pepsi has worked with Shaq in various capacities in the decades since, the mini-cans ad marks the first time he\u2019s done a TV commercial with the brand in the 21st century. It\u2019s called \u201cI Wish,\u201d named after rapper Skee-Lo\u2019s hit song from 1995 that\u2019s recently seen something of a renaissance on TikTok. An updated version of the song serves as the track for the ad, and Skee-Lo himself makes a cameo at the end of the spot.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The original song starts with the lyrics, \u201cI wish I was a little bit taller,\u201d but in the new version, Skee-Lo sings, \u201cI wish I was a little bit smaller.\u201d The rest of the lyrics also have to do with \u201cthe hardships of being such a tall person in a small man\u2019s world,\u201d Kaplan said. The ad is accompanied by visuals of Shaq in those scenarios, like not having enough room in an airplane seat\u2014a throwback to the visuals featured in the original \u201cBig Slam\u201d ad.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The ad campaign includes 60- and 30-second spots, which will air against \u201chigh-visibility\u201d moments on TV, including some NBA games and Thanksgiving NFL games, as well as a long-form version available to watch online, Kaplan said. There\u2019s also a social media giveaway that fans can enter to win an official NBA basketball signed by Shaq.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The spots are scheduled to continue running through the end of the year.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Let\u2019s get together: <\/strong>The \u201cI Wish\u201d ad wasn\u2019t designed with a traditional target demographic like gender or generation in mind, Kaplan told us. Instead, Pepsi was focused on connecting with consumers who\u2019ve gotten back to socializing in larger groups, he said, which is when they tend to reach for smaller products.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cTimes have changed a little bit, where bigger isn\u2019t always better,\u201d Kaplan said. \u201cActually, consumers today are looking for smaller packaging to enjoy their cola through everyday, snackable moments, a lot of times in these group gatherings.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The business of mini-cans among soft-drink makers has been booming in recent years, and small-can offerings have boosted sales for both PepsiCo and rival Coca-Cola in recent years. Pepsi\u2019s 10-pack of mini cans is the brand\u2019s fastest-growing pack in terms of sales, according to Kaplan.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cIt\u2019s something we really want to lean into,\u201d he said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Every<del>man<\/del> brand: <\/strong>Shaq is certainly no stranger to brand deals, having appeared in ads for Subway, Icy Hot, Frosted Flakes, American Express, and many more. He also owns a number of franchises and is a major shareholder in Authentic Brands Group. Even though he\u2019s associated with dozens of other companies, Kaplan said it\u2019s because Shaq is a \u201cgreat brand ambassador\u201d\u2014and his deep association with the brand means he\u2019s still a perfect fit.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cUnlike a number of the other ones, he has been with Pepsi since the \u201990s,\u201d Kaplan said. \u201cHe\u2019s a Pepsi guy.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/11\/20\/why-pepsi-brought-back-its-biggest-spokesman-to-promote-its-smallest-drink?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pepsi\u2019s latest campaign is for all the short kings out there, even though it stars Shaquille O\u2019Neal. As part of an ongoing 125th anniversary celebration, the soft-drink brand is taking a look back at some of the most significant moments in its history. That includes partnerships with big celebrities, and Shaq, \u201cquite literally,\u201d is one [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20810,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20809","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Pepsi brought back its biggest spokesman to promote its smallest drink | Brandiary<\/title>\n<meta name=\"description\" content=\"Pepsi\u2019s latest campaign is for all the short kings out there, even though it stars Shaquille O\u2019Neal.As part of an ongoing 125th anniversary celebration,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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