PEEPS Polarizes with New Pepsi Collaboration

by Matthew Wexler

EDGE Media Network Contributor

Friday March 26, 2021

PEEPS Polarizes with New Pepsi Collaboration

Our most beloved spring treat is being dissolved into a can of soda, and both fans and foes are freaking out. The two iconic brands have introduced a limited-edition PEPSI X PEEPS beverage that "combines the crisp, refreshing taste of Pepsi cola with the pillowy-soft and sweet Peeps Marshmallow flavor consumers love" — do we?

The three-pack mini cans — joyfully packaged in bright yellow, pink and blue — is already stirring up a Twitter storm:

"After what has been a very difficult year, many consumers are looking for new things to smile about. So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola. This PEPSI x PEEPS collaboration will be available in three bright colors through a distinctive mini-can design and will most certainly have fans buzzing all season long," said Todd Kaplan, VP Marketing — Pepsi. "We know our consumers love our limited product drops, and we believe that PEPSI x PEEPS will deliver an iconic and delicious pairing that has the potential to become a fan favorite."

"The PEEPS Brand always finds great joy in teaming up with partners to bring our beloved Marshmallow flavor to fans in new and exciting ways, which is why we're thrilled to collaborate with PEPSI on this limited-edition PEPSI x PEEPS beverage leading up to the Easter holiday," said PEEPS Brand Manager Caitlin Servian. "We look forward to seeing how fans express their PEEPSONALITY as part of the #HangingWithMyPEEPS sweepstakes and hope they enjoy this sweet new cola offering."

PEEPS hopes that the Pepsi collab will boost a challenging year that saw a production pause on other PEEPS holiday favorites due to the pandemic. Will PEPSI x PEEPS give the confectionary brand a boost? A national #HangingWithMyPeeps sweepstakes may generate further interest, offering 10 grand prize winners an "epic collector's package of PEPSI x PEEPS."

Matthew Wexler is EDGE's Senior Editor, Features & Branded Content. More of his writing can be found at Follow him on Twitter and Instagram at @wexlerwrites.

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