• by Danielle Oster , Yesterday

Grilling season is here, and Pepsi is crashing the party.

Ahead of National Barbecue Day on May 15, Pepsi launched a campaign bringing its “Pepsi Crashers” to the neighborhood barbecue.

In the spot, “Pepsi Crashers” show up at backyard barbecues and swap out a certain rival cola for Pepsi,  repurpose the kiddie pool as a cooler for Pepsi, and engage in other antics designed to show that “Summer grilling goes better with Pepsi.”

The “Pepsi Crashers” in the ad swap out the blue jumpsuit uniform donned by the crew in previous ads showcasing the soft drink with burgers and pizza for summer-ready attire. “Grilling Deserves Pepsi: BBQ Crashers” also includes a dedicated Spanish-language ad, “Carne Asada Merece Pepsi,” focused on the connection between grilling and community.

“Pepsi has the bold flavor and refreshing fizz that cuts through the smoky, saucy richness of barbecue favorites, from burgers and hot dogs to steak and more,” JP Bittencour, senior vice president of marketing, sparkling beverages for PepsiCo, said in a statement.

The campaign is running on TV and across the brand’s social channels. There are also promotional deals designed to entice consumers to pick up Pepsi for their next barbecue. In partnership with Instacart, Pepsi is offering a $7 off promotion for consumers who spend more than $35 on Pepsi and food using the delivery service from May 18-26. A national retail promotion running through July 6 also offers $3 off qualifying Pepsi beverages through retailer loyalty apps.

The campaign marks the latest iteration of Pepsi’s “Food Deserves Pepsi” brand platform, which showcases the purported benefits of Pepsi food pairings. It also follows the revival of “The Pepsi Challenge” pitting the brand against its biggest rival, including an activation bringing the challenge to Coca-Cola’s hometown of Atlanta.