PepsiCo ushered in the football season by launching its #BetterWithPepsi campaign, which taps into the tiny home phenomenon and creates an ultimate football viewing experience.
Through a sweepstakes in partnership with Instacart, shoppers have the chance to win the "Pepsi 18 Week Pack," a tiny home packed with all the gameday essentials that one fan can live in for all 18 weeks of the 2022 National Football League season.
"With the new NFL season getting underway, we knew we had to show up for football fans with new ways to innovate around their football watching experience,” said Todd Kaplan, chief marketing officer at Pepsi, in a news release. “With the launch of our 'Pepsi 18 Week Pack,' we are excited to expand upon the various football viewing innovations we have launched over the years — from the Pepsi Gametime Fridge TV to the Pepsi Turkeytron — as we are always looking for new ways to help fans enjoy their football watching more unapologetically.”
Pepsi tapped Super Bowl champion and recent NFL retiree Andrew Whitworth, who spent 16 years as a professional offensive lineman and most recently played for the Los Angeles Rams, to unveil and tour the Pepsi 18 Week Pack in a new Pepsi digital content spot (view video at bottom).
The mobile home is outfitted with:
Pepsi Gametime Fridge TV. A curated viewing area with a 55-inch 4K LED screen, a 16-can built-in refrigerator stocked with Pepsi Zero Sugar and two stadium speakers.
Spirited Seating. Upgraded stadium-style seats atop vibrant green turf.
Snack storage. A football-shaped ottoman or "hottoman," as Pepsi calls it, doubles as a food warming tray.
Comfortable lodging. A full-sized Murphy bed with sheets, pillows and throws. When not in use, the bed can be pulled up to reveal the stadium-style seating area. The mobile home also includes full-sized lockers filled with NFL gear, a washer/dryer and a full bath.
Loft. Above the main room is a loft with an open layout, including an additional TV area.
To enter the sweeps, Instacart users must purchase two 12-packs of any flavor of Pepsi on the platform, save their digital receipt, text “Pepsi18WeekPack” to a dedicated number and follow the automated text prompts. Entries can be submitted from Sept. 7-12.
To support the promotion, Pepsi sponsored and launched a dedicated landing page within Instacart.com outlining the sweeps and tiny home details as well as listing a slew of participating products with add-to-cart functionality.
Pepsi will also unveil additional consumer engagement opportunities football-themed activity, including digital and linear content and national and local fan activations, throughout the NFL season.