Pepsi marks 50 years of hip hop with immersive Notorious B.I.G campaign
This month marks the 50th anniversary of the birth of hip hop, and to mark the occasion, Pepsi MAX has launched an international campaign that “honours and amplifies the legacy” of the late rapper The Notorious B.I.G.
Pepsi MAX, and the estate of the late Christopher Wallace (The Notorious B.I.G.), have worked on a “distinct and excitingly immersive campaign that will connect his unique personality, style, and lyrical flow with the sounds of today.”
More specifically, a series of promotions around Pepsi’s ‘Thirsty For More’ philosophy will celebrate the artist’s legacy, with street art across major cities worldwide, limited edition Pepsi MAX cans, and “disruptive virtual and physical experiences”.
“As we celebrate the 50th Anniversary of hip hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans,” said his mother, Violetta Wallace.
“While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.”
This isn’t the first time BIG’s legacy has been tied to Pepsi.
In 2020, an old freestyle rap from 1997 was unearthed, with the ad-worthy bars: “Nothing can beat the P-E-P-S-I, yes I drink it constantly / Something ’bout the taste feels great, less filling / Tell ’em Biggie said to drink it all, don’t test me / Nothing else beats a Pepsi / If it is, let’s see/ I’m thirsty.”
Pepsi remastered and released the snippet in 2020, to celebrate Wallace’s posthumous induction into The Rock and Roll Hall of Fame.
“We are always keeping a finger on the pulse of culture while listening to music fans’ preferred choices, and in the lead up to this momentous cultural occasion, they told us they had Biggie on repeat,” said Gustavo Reyna, Senior Director Global Marketing at PepsiCo.
“In celebration of the 50th Anniversary of hip hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honoured to partner with The Notorious B.I.G. Estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.”
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