Starry, the latest lemon-lime sensation from PepsiCo, is set to make its Super Bowl debut with a groundbreaking commercial starring Ice Spice, the GRAMMY-nominated hip-hop star.
The commercial, created and developed by VaynerMedia, titled “It’s Time To See Other Sodas.” marks a significant milestone for both Starry and Ice Spice as they encourage fans to embrace the refreshing taste of Starry and bid farewell to their old lemon-lime sodas.
Since its launch in January 2023, Starry has disrupted the beverage category with its crisp and clear lemon-lime flavor, quickly becoming the third-largest player nationwide and boosting lemon-lime sales. Ice Spice, known for her drill-inspired music and bold attitude, joins forces with the brand’s mascots, Lem and Lime, to showcase the irresistible appeal of Starry.
Michael Smith, Head of Starry Brand Marketing, expressed excitement about the collaboration, noting Ice Spice’s influence in hip-hop and Starry’s innovative approach to the beverage industry. “Ice Spice is influencing hip hop by bringing a new signature style to the industry. Similarly, Starry is providing a refreshing burst of crisp, clear lemon lime flavor to a category that’s had limited options until now. Fans will see these two come together to make a splash on the big screen Super Bowl Sunday.” Watch below:
REELated:
Ice Spice shared her enthusiasm for starring in her first Super Bowl commercial alongside STARRY, underscoring the significance of the partnership. “It’s unreal to star in my first Super Bowl commercial with Starry,” said the Grammy-nominated, platinum-selling hip hop star.
The “It’s Time To See Other Sodas” campaign will premiere during Super Bowl LVIII, with additional commercials airing during the 2024 NBA All-Star Weekend.
In conjunction with the campaign, the brand has launched several activations to engage fans:
- Break-Up with Your Ex: Fans are encouraged to ditch their old lemon-lime sodas by sharing their breakup stories on social media using the hashtag #SeeOtherSodas for a chance to win a trip to see Ice Spice in concert at the Coachella Valley Music and Arts Festival in April 2024.
- Starry Swiping: Mascots Lem and Lime are searching for love on Tinder, offering users the chance to win free Starry by swiping right on their profiles or engaging with takeovers.
- Starry Break-Up Kits: Social media users who officially “break up” with their ex-lemon-lime sodas on Instagram and TikTok will be entered to win a Break-Up Kit, complete with exclusive merchandise and Valentine’s Day treats.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
For all of Reel 360 News’ Super Bowl coverage, click here.
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