Back in January, PepsiCo introduced Pepsi Wild Cherry Cherry & Cream as its newest
“permanent” flavor addition, also available in a zero sugar version. Less than a year later, PepsiCo is “reintroducing” Pepsi Wild Cherry & Cream and Pepsi Zero Sugar Wild
Cherry & Cream with a visual brand refresh, and the addition of a 20-ounce bottle.
The refreshed packaging features a “striking cherry-and-cream drip design” intended to better
convey the drink’s “bold cherry cola flavor, layered with a rich, smooth, creamy vanilla finish,” and is rolling out across retail shelves later this month.
Pepsi also
launched an accompanying holiday social media campaign for the flavor, built around a promotional giveaway that leans into the “dirty soda” trend, which involves mixing in additional
ingredients for an indulgent treat. The campaign promotes engagement on the brand’s social channels, with Pepsi asking audiences in an
Instagram post to “comment the craziest way you've snuck a little holiday break for yourself,” to enter for a chance to win a Pepsi Wild Cherry & Cream or Pepsi Zero Sugar Wild
Cherry & Cream kit, Each kit contains a can of Pepsi Wild Cherry & Cream, a can of Pepsi Zero Sugar Wild Cherry & Cream, two Pepsi-branded glasses, a jar of maraschino cherries, and
two swirly straws.
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In a statement, Pepsi Vice President of Marketing Gustavo Reyna said the flavor offered a new twist on the brand’s already popular cherry-flavored cola. “The
holidays are the perfect moment to debut the flavor’s decadent new packaging and 20 oz. bottle offering – when people want to treat themselves to something rich, irresistibly smooth, and
just plain delicious.”
The packaging refresh doesn’t appear to be about disappointment in how the Wild Cherry & Cream variety is selling. “Flavors, especially Wild Cherry
& Cream…are bringing new consumers to the brand, younger consumers to the brand, and that is positive news for the development of Pepsi," PepsiCo CEO Ramon Laguarta said during a
recent Q3 earnings call.