Pepsi is taking its latest marketing campaign to the next level with a fun and tech-savvy twist. For the launch of its new zero sugar Strawberries ‘N’ Cream and Cream Soda flavours, the brand has rolled out an integrated campaign titled “The Sweetest”, which uses AI to quantify sweetness in a way that’s both playful and innovative.
In a campaign designed to capture the attention of modern consumers, particularly Gen Z, Pepsi has introduced a bespoke AI tool that rates the sweetness of everyday objects. The tool evaluates traditional factors like colour, visual softness, and literal sweetness, as well as figurative sweetness, such as emotions tied to experiences like receiving a heartfelt text from a loved one. This results in a rating that allows the brand to compare its new drinks to some of the world’s sweetest things—like a Pomeranian puppy, a cute potato, or even a text from grandma.
The campaign, which blends humour and technology, invites the audience to engage in the fun by determining “What’s Sweeter?” Pepsi has creatively incorporated the AI results into various formats, including out-of-home advertisements, social media activations, and video content, all of which showcase the AI ratings. For example, one of the campaign’s slogans reads, “1% sweeter than a Pomeranian puppy,” while others boast comparisons like “8% sweeter than this cute potato” or “Almost as sweet as a text from your grandma.”
Matthew Watson, Chief Creative Officer for Sips & Bites Europe at PepsiCo, explained, “We wanted to create something as sweet as the product itself, but also cool and culturally relevant. That’s why we clashed the seriousness of science and AI with sweet and sometimes trivial topics. This experiment created the perfect amount of wonderful absurdity to deliver the indulgence of the flavours in a completely unexpected way.”
As part of the campaign, Pepsi is launching a multi-sensory experiential pop-up in Central London, from April 17th to 20th. The pop-up, aimed at people aged 16 and above, will allow soda enthusiasts to immerse themselves in a vibrant, sweet-filled experience. Attendees can explore the “Sweet Arcade,” where they have a chance to win unique prizes, sample the new zero sugar drinks, and indulge their sweet tooth guilt-free at the drink dessert bar.
The campaign, which is being handled by Hope and Glory PR, combines cutting-edge AI technology with social media trends to engage real-world audiences in a unique and entertaining way. By blending creativity and innovation, Pepsi is proving that the future of marketing lies in embracing technology and making it accessible—and fun—for everyone.
This campaign is more than just a product launch; it’s an invitation to have fun, challenge perceptions, and celebrate sweetness in all its forms.
