Pepsi has seized a powerful opportunity to honor the legacy of one of hip-hop’s most iconic figures, The Notorious B.I.G., as part of the genre’s 50th birthday celebrations.
The campaign pays homage to the Brooklyn-born rapper, whose real name is Christopher Wallace, through an array of immersive experiences designed to bring his music to life and connect with new audiences.
This commemorative campaign promises an amalgamation of both virtual and physical experiences, ensuring that Biggie’s music continues to resonate in contemporary times. The initiative involves urban street art installations in major cities and the release of limited edition cans, capturing the essence of his impact on both music and pop culture.
The campaign’s debut includes a new ad that pairs Biggie’s distinctive voice with a retro montage, blending footage and images of the rapper with shots of his native New York City. The visuals paint a vivid picture of the city’s landscapes, including the iconic Brooklyn Bridge, graffiti-adorned subways, and the street signs at the intersection of Fulton & St. James, a location near his childhood home that has since been named after him.
The ad also weaves in vintage Pepsi product shots from the ’90s, a nostalgic nod to the era during which Biggie made his mark on the music scene. This collaboration between Pepsi and The Notorious B.I.G. isn’t the first of its kind; a similar freestyle was featured in a 2020 animated video to celebrate the rapper’s induction into the Rock & Roll Hall of Fame.
“Whether too cold or too hot—you got to keep Pepsi in the freezer. I keep a three-liter for my crew. My girl like them diet drinks too. Other sodas taste the worst, I don’t even converse, if you can’t quench my thirst, what you in my fridge for?” Watch below:
REELated:
DJ Enuff, who recorded the freestyle just before Biggie’s tragic death in 1997, revealed that the artist always intended for it to be part of a commercial. The stars have finally aligned, with this campaign taking shape over two decades later.
Crucially, Biggie’s family and estate have wholeheartedly embraced the campaign, recognizing its potential to amplify his enduring influence on hip-hop and music as a whole.
In the words of Biggie’s son, C.J. Wallace, “In this pivotal year of music, hip-hop cannot be discussed without my dad. My dad is synonymous with rap, and his influence is unmatched.” This sentiment encapsulates the profound and lasting impact that The Notorious B.I.G. has had on the genre, a sentiment he himself captured in his lyrics: “You never thought that hip-hop would take it this far.”
Pepsi’s tribute serves as a testament to the enduring relevance of Biggie’s music and persona, bridging the gap between the past and the present and allowing new generations to appreciate his cultural contributions.
