Some of PepsiCo’s hottest limited-edition products aren’t found in stores.
Todd Kaplan, chief marketing officer at the Purchase, N.Y.-based company, notes that it’s “always looking for new ways to tap into pop culture through the development of exclusive product drops and innovations. These products are typically available through a social drop only — not at retail — as they are limited in quantities. We’ve launched a number of drops over the last few years tied to a specific moment in time or culture, including Pepsi x Cracker Jack, in celebration of October baseball; PEPSI x PEEPS, launched at the beginning of spring; Pepsi “Hot Chocolate” Cola, rolled out on National Hot Chocolate Day; Pepsi Apple Pie, inspired by DIY Thanksgiving desserts; and many more that consistently drive high consumer engagement and excitement.”
It’s safe to say that consumers can expect more of these exclusive beverages. The latest was Pepsi Maple Syrup Cola, a partnership with IHOP that combined the indulgent flavor profile of maple syrup with the crisp, refreshing caramel notes of a Pepsi. From March 24 through March 29, uniquely designed 12-ounce cans of the beverage were available only through the #ShowUsYourStack program on Instagram and Twitter. Those eager for a taste of the limited-edition offering could post a photo or video of their stack(s) of pancakes on Instagram or Twitter, tagging #ShowUsYourStack, #PepsiSweepstakes and @IHOP to ensure that they were among the 2,000 winners. One consumer even received a custom Pepsi Spout, inspired by the iconic IHOP syrup pitchers, to produce the perfect pour to enjoy the beverage.