Just Born in Bethlehem collaborates with Pepsi to make Peeps marshmallow cola
From a press release:
Today, Just Born Quality Confections in Bethlehem and PepsiCo introduced Pepsi x Peeps, a new beverage that combines the crisp taste of cola with soft and sweet marshmallow flavor. It will be instantly recognizable with Peeps-inspired design on 7.5-ounce Pepsi mini-cans in bright yellow, pink, and blue colorways.
To usher in spring, Pepsi and Peeps are calling on fans to show the world how they’re enjoying their favorite springtime activities – in a safe, socially distant manner – through the #HangingWithMyPEEPS sweepstakes. Fans can submit photos of themselves enjoying the spring with Peeps marshmallow chicks and bunnies by tagging @PEPSI, #HangingWithMyPEEPS, and #PepsiSweepstakes on Twitter and Instagram for the chance to win a limited edition three-pack of Pepsi x Peeps.
“After what has been a very difficult year, many consumers are looking for new things to smile about. So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola. This Pepsi x Peeps collaboration will be available in three bright colors through a distinctive mini-can design and will most certainly have fans buzzing all season long,” said Pepsi Marketing VP Todd Kaplan.
“We know our consumers love our limited product drops, and we believe that Pepsi x Peeps will deliver an iconic and delicious pairing that has the potential to become a fan favorite.”
“The Peeps brand always finds great joy in teaming up with partners to bring our beloved marshmallow flavor to fans in new and exciting ways, which is why we’re thrilled to collaborate with Pepsi on this limited edition Pepsi x Peeps beverage leading up to the Easter holiday,” added Peeps Brand Manager Caitlin Servian.
“We look forward to seeing how fans express their PEEPSONALITY as part of the #HangingWithMyPEEPS sweepstakes and hope they enjoy this sweet new cola offering.”
The #HangingWithMyPEEPS national sweepstakes kicks off today and, in addition to the three-pack prizes, will award 10 grand prize winners with an epic collector’s package of Pepsi x Peeps. This unexpected collaboration drink is only available for a limited time, and the contest ends on Wednesday, March 31 at 11:59 p.m.
To celebrate the drop, Peeps and Pepsi are also collaborating to bring two of the most recognizable moments in Pepsi TV ad history to life with Peeps dioramas, a pop culture trend evoking nostalgia for many.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $70 billion in net revenue in 2020, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana, and SodaStream. PepsiCo’s product portfolio includes 23 brands that generate more than $1 billion each in estimated annual retail sales.
Just Born Quality Confections is a third-generation family-owned candy manufacturer with its purpose to bring sweetness to people’s lives. Just Born is the maker of beloved and iconic brands like Peeps, Mike and Ike, Hot Tamales, and Goldenberg’s Peanut Chews.
In 1923, the founder, Sam Born, opened a small candy shop in Brooklyn, New York, where he marketed the freshness of his daily-made candy with a sign that declared, “Just Born.” Together with Born’s brothers-in-law, Irv and Jack Shaffer, the company thrived and, in 1932, moved its operations to Bethlehem, Pennsylvania where it has grown to become one of the largest candy companies in the U.S. by giving back to the community, being good environmental stewards, and creating a culture where people want to work.