Marketing News of the Week: Happy Fourth of July!

What brands best symbolize or embody Independence Day?

Do the following brands stand out because they feature the word “American” in their names? American Airlines, American Broadcasting Company (ABC), American Eagle Outfitters, American Express, American Fireworks, American Freight, American Greetings Corporation, and Bank of America.

These brands may align their logo, email messaging, social media posts, and advertising with the red, white, and blue colors of the American flag. They may also include some form of “independence” wording or theme in their tagline or logo.

However, this year on June 27, 2023, beverage brand Pepsi made news with the following announcement:

"With help from the Culinary Institute of America (CIA) Consulting (a business unit of The Culinary Institute of America), Pepsi has completely re-imagined what condiments can be for America's favorite summer food, unveiling Pepsi Colachup, the world's first Pepsi-infused condiment. Pepsi is so confident that hot dogs are #BetterWithPepsi, the brand is taking hot dog enjoyment to the next level with Pepsi Colachup, giving fans the chance to add even more of the iconic sweet, citrusy taste of a crisp, refreshing Pepsi-Cola directly onto their hot dog."

According to David Kamen, the director of client experience for CIA Consulting, "The concept is both simple and creative. The distinctive flavors and vibrant citrus blend of Pepsi enhance the bright and tangy characteristics of ketchup, offsetting the smokiness of the hot dog."

On July 4, Pepsi is partnering with the Detroit Tigers, Minnesota Twins, Arizona Diamondbacks and New York Yankees for exclusive in-stadium sampling during the team's home games. Hot dog enthusiasts who want to be the first to try Pepsi Colachup can look for the sampling carts at four major league baseball stadium locations: Chase Field in Phoenix, Arizona; Yankee Stadium in the Bronx, New York; Target Field in Minneapolis, Minnesota; and Comerica Park in Detroit, Michigan.

So, what do you think? Is Pepsi the winner as this year's stand-out brand on Independence Day?


Image Credit: Pepsi.