Starbucks spread (SBUX) For many people, the Pumpkin Spice Latte has pushed all the other flavors when it comes to people’s relationships with fall. Candy apples, cranberries, cider, and even Halloween candy pale in comparison to the predominance of the loose-fitting “autumn” blend of pumpkin, cinnamon, nutmeg, and cloves.
For fans of pumpkin spice, the early months of fall are a great time of year—business intelligence firm Morning Consult found that 25% of Americans feel late August isn’t too early to start selling pumpkin spice products.
But for everyone else, aggressive pumpkin marketing can start to wear off when you see it on every shelf. The same study found that 33% of adults feel that as of mid-September it’s still too early to have a pumpkin spice attack.
Chocolate, graham crackers and marshmallow
With an abundance of pumpkin drinks, spices and foods on the menus of Starbucks and Dunkin’ (DNKN) Pepsi (PEP) She chose to rely on another ancient early fall tradition for her latest product: cooking s’mores over a campfire.
The line is called the Pepsi S’mores range, and the line includes three 7.5-ounce bottles of cola in the flavors of Chocolate, Graham Cracker, and Toasty Marshmallow.
Pepsi says in a press release that fans can either drink them individually or mix them together in a cold glass for true s’mores flavor.
“S’mores are one of the most delicious foods that everyone loves to enjoy in a different way,” Todd Kaplan, Pepsi’s chief marketing officer, says in a statement. “[…] This newest drop allows fans to build their own s’mores to their liking – with perfect amounts of grahams, marshmallows, and chocolate – into a delicious, delicious drink without any of the mess.”
This product is a special flavor version that will not be on shelves or sold online – those who want to see what Pepsi tastes like when paired with chocolate, crackers and marshmallows will need to share how they’re made on Instagram or Twitter (TWTR) .
Pepsi will find the contestants with the hashtag #PepsiSmores and #Sweepstakes (don’t forget to use them!) and send them a package of their Pepsi S’mores collection.
Limited edition flavors and marketing
Pepsi regularly releases unique flavors that it does not sell but uses in various sweepstakes, partnerships, and promotions.
In March, it entered into a partnership with Dine Global (DIN) The International House of Pancakes Maple Syrup Cola series blends “the delicious flavor of maple syrup with the tangy, caramel flavors of Pepsi.”
The concept was the same in that Pepsi did not sell Pepsi Maple Syrup Cola but mailed 2,000 samples and Pepsi Spout was made to look like iconic IHOP syrup jugs to those who posted piles of pies on social media.
In 2021, she teamed up with Easter candy company Peeps as well as caramel popcorn maker Cracker Jack.
These promotions are meant to keep people talking about the brand online. It’s a double whammy that regular fans love seeing something new while those who drink Pepsi are rarely or not attracted to another brand they identify with or just curious about what they thought were incompatible flavours.
The chain also benefits that those who participate in competitions and post about Pepsi online also directly help in marketing the brand.