PepsiCo’s newest soda brand—lemon-and-lime-flavored Starry—will debut its first commercial during the NBA All-Star 3-Point Contest this weekend featuring actress and singer Keke Palmer.
Two weeks ago, Starry—which is being launched to compete with Coca-Cola Co’s Sprite—was named the official soft drink of the NBA, the WNBA and NBA G League in North America.
PepsiCo has just begun to roll out regular and zero-sugar Starry as a replacement for the company’s 23-year-old lemon-and-lime beverage Sierra Mist.
Sharing the spotlight with Palmer courtside in this 30-second commercial titled “Starry Stuck” from VaynerMedia are the official Starry characters Lem and Lime.
After Lime hands Palmer a can of Starry, she cracks it open and says it’s “so tasty. So refreshing.”
At that point, a mysterious figure appears on the court, and the two share kiss that’s transmitted to the jumbotron above and witnessed by a perplexed Tyrese Maxey of the Philadelphia 76rs.
Then the figure disappears.
On Feb. 18, one night before the annual NBA All-Star game, Starry will be the title partner of the NBA All-Star 3-Point Contest.
This activation will involve players shooting two custom Wilson Starry basketballs from 29' 9" out—six feet behind the deepest part of the current 3-point line.
"Keke’s personality truly embodies the Starry mantra – she’s an irreverent optimist that knows how to have fun no matter whether that is courtside, on or behind the big screen or just relaxing at home," Michael Smith, senior director of Starry brand marketing, tells Marketing Daily
In 2015, PepsiCo signed on with the NBA, WNBA and NBA G League as the official food and beverage partner in a deal that includes the company’s Aquafina, Brisk, Doritos, Gatorade and Ruffles brands.