New York Yankee slugger Aaron Judge and Pepsi are at bat with a lineup of new campaigns that will launch both globally and locally.
The campaign will run for a year under the “Pepsi Generations” banner and kicks off with a piece of digital content featuring a storyline close to home: the Bronx. In the video, Judge stops into a mom-and-pop pizzeria and the owner calls his mom to tell her “you’ll never believe who’s here in my pizza joint.” Mom insists on speaking to Judge. Watch what happens.
Judge, who has said he grew up with Pepsi in his home, had a rookie-record 52 home runs in 2017, among many other outstanding achievements.
Forbes reports that in the Northeast a spot called “Judge for Yourself” will market Pepsi Zero Sugar with a tie in to the Yankees brand supported by radio and packaging featuring Judge. The TV spots debut in a few weeks. A full Yankee Stadium train station takeover at the 153rd street stop will show off over 300 unique pieces of out-of-home advertising. Add to that will be a text-to-win promotion offering signed jerseys, premium stadium seats and other prizes. A tricked out Pepsi Zero Sugar bus will be stopping around the tri-state area today through Wednesday to hand out samples and prizes.
“In 2018, the partnership with Aaron and the baseball program will be a priority for Pepsi. Pepsi’s marketing strategy is rooted in its passionate fans and longstanding partnerships with fan-centric sports and entertainment platforms like baseball, football, music and more,” PepsiCo Senior Director of Sports Marketing Justin Toman said in a lengthy interview when announcing the deal.
Pepsi signed the multi-year deal with Judge in November 2017, saying he would serve as the face of Pepsi, championing the spirit and excitement of baseball, both on and off the field.
“The partnership serves as a continuation of PepsiCo’s longstanding historic partnerships within the sport, as well as its commitment to bring baseball fans memorable experiences through its beverage portfolio,” the company said.