Pepsi Max is celebrating the 50th anniversary of hip hop with a partnership and international campaign that looks to amplify the legacy of legendary musician The Notorious B.I.G.
The creative will pay tribute to the genre’s extensive global cultural impact in close collaboration with The Notorious B.I.G.’s estate and family members to ‘elevate’ Biggie’s legacy by creating innovative experiences for a new generation of fans.
https://www.youtube.com/watch?v=fQqtHYWF6wA&ab_channel=PepsiGlobal
Biggie’s music will be brought to life through a series of ‘disruptive’ virtual and physical experiences that celebrate his impact, from street art across major global cities to limited edition Pepsi Max cans.
“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,” PepsiCo senior director of global marketing, Gustavo Reyna, said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“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.”
Forming part of the soft drink brand’s ongoing ‘Thirsty For More’ global platform that looks to recognise and champion trailblazers who break the mould, whether they come from the world of music, football or entertainment.
Founder of the Christopher Wallace (The Notorious B.I.G.) Memorial Foundation and The Notorious B.I.G.’s mother, Voletta Wallace added: “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.
“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.”
