• by Danielle Oster , 3 hours ago

After crashing the barbecue, Pepsi is giving one dad’s grill a surprise makeover.

PepsiCo teamed up with Remezcla Media Group (RMG),” for a “Tuned & Grilled” campaign that debuted today.

“Tuned & Grilled” centers around a three-part series documenting the ultimate grilling gift José Salguero receives from his daughter Diane: a custom makeover of his grilling setup by expert Joshua Sanchez. The series follows along as Sanchez collaborates with Diana on fine-tuning her big surprise for dad with a series of functional and cosmetic updates designed to elevate Salguero’s grilling experience.

"Our new series, in partnership with Pepsi, recognizes how the grill transcends cooking—it’s where language, recipes, and family stories are passed down and Latin culture is celebrated," RMG Head of Strategy Joaquin Delgado said in a statement. "By combining the universal passion families have for coming together over food and Pepsi, we're showcasing the special role fathers play in keeping traditions alive while making new ones."

The Salguero family also have a sizable online following for their digital content: over 400,000 for its Instagram account.

The “Tuned & Grilled” campaign kicked off with its first video June 6, and will continue through June 30, with content running across Pepsi and RMG’s social media channels. In addition to the three 60-90-second standalone episodes on Instagram Reels, the campaign will also include customized short-form content running on TikTok and Instagram, as well as featured editorial content on Remezcla.com.

“Tuned & Grilled” follows on the heels of Pepsi’s “Grilling Deserves Pepsi” campaign, launched with a “BBQ Crashers” spot last month, which saw the brand’s “Pepsi Crashers” showing up at backyard barbecues to swap in Pepsi for a rival cola. The effort was the latest Pepsi’s “Food Deserves Pepsi” brand platform showcasing the supposed superiority of pairing Pepsi with different foods.

It’s an approach PepsiCo believes is helping the brand’s bottom line.

“Pepsi is growing faster than in the last few years,” PepsiCo CEO Ramon LaGuarta said during a recent earnings call with investors. “Pepsi actually is starting to gain share of carbonated soft drinks, and it's been the focus on Zero Sugar; it’s been the focus on Pepsi and food, and all the activation of the brand in that space, that is giving us very good results.”

Pepsi is also running a promotional giveaway for Father’s Day, in partnership with Instacart. The promotion offers customers $4 off when they spend $20 on Pepsi beverages using the delivery service. The promotion runs through Father’s Day, June 15.