Just in time for July Fourth, Pepsi is presenting a novel twist to hot dog lovers with Pepsi Colachup, a cola-infused ketchup, reinforcing its image as the go-to soft drink pairing with hot dogs, as revealed in a press release.
Pepsi Colachup, designed in partnership with the Culinary Institute of America's business consulting unit, brings a sweet-yet-tangy flavor to the palate. It will be available for sampling at various baseball stadiums on July 4 through collaborations with the Detroit Tigers, Minnesota Twins, Arizona Diamondbacks, and New York Yankees.
Further strengthening its ties to this cookout classic, Pepsi has partnered with Joey Chestnut, a top competitive eater known for his hot dog-consuming records. This initiative expands on Pepsi's culinary-themed #BetterWithPepsi brand platform, which has previously centered on hamburgers and pizza.
Pepsi is striving to forge a strong link with hot dogs this July Fourth, a key occasion for food and beverage sales as consumers fire up their grills. The National Hot Dog & Sausage Council estimates around 150 million hot dogs are consumed on this holiday.
The brand will also offer customers who buy hot dogs and Pepsi from any food service or retail location the chance to get a free 20-ounce Pepsi product. Payments will be facilitated via PayPal, Venmo, and digital retailer gift cards.
Joey Chestnut brings an influencer marketing angle to the campaign, given his record at the Nathan's Famous International Hot Dog Eating Contest around July Fourth.
Pepsi's summer campaign features global pop icon Bad Bunny and a collaboration with the Apple Music streaming platform. The brand is revamping its image, with a comprehensive visual overhaul set to launch around its 125th anniversary in the fall.
