Peeps Pop Up in Beverages

PepsiCo and 7-Eleven are leveraging the iconic confection for springtime treats. 

March 29, 2021

Easter Peeps Pepsi

ALEXANDRIA, Va.—NACS Hunter Club members Just Born and Pepsi have teamed up for a unique social media collaboration for folks to win a chance to try the “PEPSI x PEEPS®” cola.

The Peeps-inspired design on 7.5-ounce Pepsi mini-cans come in bright yellow, pink and blue “to help usher in the joyous, relaxing vibes of springtime and give fans one more reason to celebrate the new season,” notes a press release.

“After what has been a very difficult year, many consumers are looking for new things to smile about,” said Todd Kaplan, vice president of marketing at Pepsi.

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The #HangingWithMyPEEPS sweepstakes kicked off last week. People can submit photos of themselves enjoying the spring with Peeps Marshmallow Chicks and Bunnies by tagging @PEPSI, #HangingWithMyPEEPS and #PepsiSweepstakes on Twitter and Instagram for the chance to win a limited-edition three-pack of PEPSI x PEEPS®. Ten grand prize winners will also receive a collector’s package of PEPSI x PEEPS®.

Meanwhile, 7-Eleven is adding spring to customers’ step with a Peeps Marshmallow latte. The limited-time flavor is available at participating stores while supplies last.

“We are always looking for new and unexpected flavors for all of our proprietary beverages,” said 7-Eleven Vice President of Proprietary Beverages Jawad Bisbis.

7-Eleven has introduced flavors based on popular candies and nostalgic brands, with several collaborations rising to top-sellers. Other seasonal 7-Select private-brand treats also are showing up at participating stores, including frosted cookies, gummi candies, strawberry-flavored yogurt-covered pretzels, and sandwich crème cookies.

For more on private labels, check out “Private-Label Goods Help C-Stores Stand Out,” and “Private-Label Watchouts” in NACS Daily.

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