Hawaiian shirts. Hot grills. Ice-cold cola. This summer, Pepsi is flipping the script on cookout culture with a bold mission: remind everyone that BBQ tastes better with the popular soda. The new “Grilling Deserves Pepsi: BBQ Crashers” campaign sees the return of the iconic Pepsi Crashers — now swapping their blue jumpsuits for laid-back summer fits as they crash backyard BBQs nationwide.
Because let’s face it — if you’re grilling burgers, ribs, carne asada, or corn and reaching for anything but the beverage brand? You’re leaving flavor on the table.
The Crashers Are Back — And They Brought the Coolers
Trading in their signature blue jumpsuits for Hawaiian shirts and sandals, The Crashers are infiltrating cookouts across the country, co-opting inflatable kiddie pools as Pepsi coolers and swapping out Coke boxes for 12-packs.
Their stealthy strategy is simple: crash the cookout, fill the cooler, and watch as guests reach for the best cola on the table — a Pepsi. The burgers are hot, the reactions are scorching, and the proof is in every icy cool sip. Watch below:
“We know grilling deserves Pepsi — and we’ll crash as many BBQs as it takes to prove it,” says JP Bittencourt, SVP Marketing – Sparkling. “Pepsi’s bold flavor cuts through the smoky richness of BBQ like nothing else. If you’re not sipping Pepsi with your steak, you’re doing it wrong.”
Whether it’s a sizzle in the suburbs or carne asada with the crew, the brand’s making sure every juicy bite is met with a bold, crisp sip. Fans can follow their flavorful infiltrations via English and Spanish-language spots across TV, YouTube, TikTok, Instagram, X, and Facebook.
This campaign continues to build on the brand’s strategy of driving situational salience during mealtime occasions — reminding consumers that food without Pepsi is leaving taste on the table.
BBQ takeovers aren’t the only way Pepsi is heating up the summer. Fans can also score deals all season long:
National retail: Receive $3 off when you purchase four participating beverages available, via participating retailer loyalty apps (5/9-7/6).
Instacart: Stock Up and Save over Memorial Day weekend (5/18 – 5/26) with $7.00 off when you spend $35 on Pepsi-Cola beverages and food items.
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