Pepsi: A Licensing Refresh

Consumers enjoy PepsiCo products more than one billion times a day in more than 200 countries and territories. In 2023, PepsiCo generated more than $91 billion in net revenue, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker and SodaStream. PepsiCo’s product portfolio includes many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Since collaborating with Joester Loria Group, Pepsi has found interesting ways to celebrate 125 years in the soft drink market with a number of licensed collaborations. Apparel collaborations are already on the market, and among the food and beverage partnerships that went viral was a pairing with PEEPS during the Easter season in 2023, with even more extended consumer product rollouts to commemorate the anniversary.

Katelyn Meola, brand marketing director, Pepsi, and Katie Cosgrove, senior director, licensing and collaborations, Joester Loria Group, share what they have in store for Pepsi fans and what’s coming up.

Katelyn Meola, Pepsi and Katie Cosgrove, Joester Loria Group

License Global: For Pepsi’s 125th anniversary, the brand unveiled its refreshed logo. How does this new logo breathe new life into Pepsi’s licensing program?

Katelyn Meola: The new logo introduces a fresh color palette, signature typography and a dynamic “pulse,” allowing the brand more flexibility to move between today’s physical and digital worlds in a way that optimizes and revolutionizes our licensing capabilities. Pepsi has always been a bold and energetic brand – now the new logo better matches the brand’s attitude.

Related:Pepsi x Peeps Revive Marshmallow Cola

Katie Cosgrove: Pepsi’s refreshed logo made a fashionable debut in the licensing world through a collaboration with Min & Mon, the NYC-based handbag label. The Pepsi x Min & Mon collection launched for holiday 2023 with a limited-edition run of 125 units as a nod to celebrate Pepsi’s iconic milestone.

Min&Mon accessories

In 2023, the brand launched 125 different types of programming, including immersive events. Will there be more pop-ups like Pepsi 125 diner held in New York City?

Meola: The Pepsi 125 Diner was loved by so many of our fans. It provided consumers with an immersive experience that showcased our storied history as we look ahead to the next 125 years. Pepsi is always setting out to instigate moments of unapologetic enjoyment which requires us to continuously innovate and engage with fans through various platforms.

The Pepsi x Romwe apparel collection

Last year, Pepsi released a limited-edition PEEPS-flavored soda. Are there plans to collaborate on a flavored Pepsi with other food and beverage brands?

Meola: Pepsi is always exploring new ways to surprise and delight consumers, staying at the forefront of innovation and in tune with the latest consumer trends. While there are no specific beverage collaborations to announce at the moment, Pepsi remains open to exciting opportunities in the future.

In February, Pepsi collaborated with Shaquille O’Neal on the Pepsi ‘SNEAK’ER, custom-built Reebok PUMP Shaq Attaqs created by Shoe Surgeon in Shaq’s sneaker size (22) with a Pepsi Mini can in the sole. What was the response to the release, and are there plans to come out with the ‘SNEAK’ER in more sizes?

Meola: Reactions to the Pepsi ‘SNEAK’ER have been incredible – press and consumers applauded the overall design of the shoe, and the chance to score a Pepsi ‘SNEAK’ER generated significant consumer interest. Developed in partnership with Shaq, Reebok, and Shoe Surgeon, this exclusive, limited-edition shoe was custom-built and tailor-made for the larger-than-life Shaq. While there are no current plans for additional sneakers to be made, fans can stay updated on the latest Pepsi news by following Pepsi on Instagram, Facebook and Threads (@Pepsi) or visiting Pepsi.com for updates.

Pepsi Polaroid camera

Pepsi may be getting into the health and beauty space. Can you talk more about it?

Meola: As a brand that has always been at the center of pop culture, entertainment, sports, food and much more, we’re always looking closely at new avenues, sectors and categories that will help Pepsi show up stronger – whether it is health and beauty, fashion, sports, music and more. With all our campaigns, brand Pepsi is committed to reaching and engaging authentically with consumers.

Are there any more announcements coming up in May for Licensing Expo?

Cosgrove: Pepsi has several new collaborations within fashion and beauty that will launch in the second half of this year and pulse throughout 2025. Engaging Pepsi fans through fun and innovative ways remains at the forefront of Pepsi’s licensing program. We’re excited for Pepsi to partner with more like-minded brands and tastemakers that are driving culture.

This story was taken from the May 2024 issue of License Global. Read the full issue here.