Starry is offering soda drinkers some relief from the summer
heat.
As the dog days of summer drag on, PepsiCo’s lemon-lime soda brand launched a “100 Degrees, 100% Off” campaign, giving fans of the brand a reason to celebrate the
thermometer reaching triple digits. The national digital campaign centers around an offer for “free” Starry when the temperature reaches 100 degrees anywhere in the country.
To
participate, customers can register for a digital pass via a dedicated campaign landing page. Then, on days when the temperature reaches 100 degrees, they can upload a receipt for a 20-ounce Starry
purchase (in regular or zero sugar varieties) to be reimbursed via PayPal or Venmo. The promotion is running through Sept. 2, but is limited to one offer per customer.
“100 Degrees, 100%
Off” also includes real-time activations in Atlanta, Charlotte, and Miami — which PepsiCo describes as “three key markets” — with Starry vending machines installed
for the campaign automatically dispensing 20-ounce Starry bottles for free when local temperatures hit 100 degrees.
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The campaign is supported by OOH advertising across the three cities.
Billboards in high-traffic areas will alert audiences to the location of the nearby Starry vending machines. “100 Degrees, 100% Off” will also be supported by an influencer marketing
campaign featuring partnerships with local and national influencers.
PepsiCo introduced Starry back in 2023, supplanting its citrus soda predecessor, Sierra Mist, in an attempt to reach
younger drinkers. During a February, 2024 earnings call discussing PepsiCo’s 2023 earnings report, Pepsico CEO Ramon LaGuarta said the brand had had “a good first year” and was
“over-indexing with Gen Z.” Starry was also one of the top-selling new beverage brands of 2023, according to Circana.