Pepsi’s "That Is One Dirty Soda, Santa!" Campaign | Clapboard Ad Archive

That Is One Dirty Soda, Santa!

Pepsi's captivating campaign "That Is One Dirty Soda, Santa!" launched in December 2022 in the United States brings a fresh and playful twist to the traditional holiday beverage ritual. Featuring the charismatic Lindsay Lohan, the campaign introduces Pilk, a trendy and indulgent drink that combines the crispness of Pepsi with the subtle sweetness and creaminess of milk, topped with creamer and perfectly paired with cookies. This innovative beverage, widely recognized in pop culture as a "dirty soda," has surged in popularity, especially through viral moments on TikTok, making it a culturally relevant and timely choice for Pepsi to spotlight. The campaign cleverly challenges holiday norms with the message that milk and cookies are no longer the only treat Santa craves, suggesting instead that Santa prefers the irresistible Pilk. This narrative engages consumers by blending nostalgia with modern social media trends, opening opportunities for interactive participation through Pepsi’s #PilkandCookies sweepstakes on Instagram and Twitter. Encouraging fans to share photos or videos of their own Pilk creations, the campaign fosters community involvement and brand connection during the festive season. The integrated media approach leverages a singular, impactful film asset that captures Lindsay Lohan's encounter with Santa and the discovery of Pilk, creating a memorable story that resonates across multiple channels. This innovative campaign not only reinforces Pepsi’s position as a dynamic brand willing to embrace emerging beverage trends but also enhances consumer engagement with a lighthearted and relatable holiday message that aligns perfectly with contemporary digital culture.

Credits

Client

Pepsi

Pepsi’s “That Is One Dirty Soda, Santa!” campaign leverages a culturally relevant and playful twist on holiday traditions to position the brand as both contemporary and engaging within the non-alcoholic drinks market. By introducing “Pilk,” a trending fusion of Pepsi and milk known as a “dirty soda,” the campaign taps into the viral popularity of this combination on platforms like TikTok, aligning with emerging consumer tastes and social media-driven trends. The brand proposition centers on refreshing and modernizing classic holiday rituals—milk and cookies—by suggesting that even Santa has upgraded to this new, crave-worthy beverage, thereby associating Pepsi with innovation and fun during a season dominated by nostalgia. Strategically, the campaign employs a creative narrative featuring Lindsay Lohan, a recognizable celebrity who resonates with a broad demographic, particularly younger adults familiar with internet culture and holiday nostalgia. This casting choice enhances relatability and social shareability, amplifying reach through her cultural relevance. The dual focus on performance media and integrated marketing, including social media engagement with hashtags #PilkandCookies and #Sweepstakes, incentivizes user participation and content creation, fostering a community around the product and extending its virality. By positioning “Pilk” as a must-try holiday refreshment, Pepsi effectively targets digitally savvy consumers seeking novel flavor experiences and interactive brand moments, reinforcing its relevance in a competitive beverage landscape increasingly shaped by social trends and influencer culture.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centrally features Lindsay Lohan meeting Santa and discovering "Pilk," with Lohan's involvement prominently highlighted in both the Official Introduction and Metadata. The creative device hinges on her celebrity presence: viewers' curiosity and trust are leveraged by associating an unexpected product combination (Pepsi + milk) with a widely recognized, charismatic figure. Rather than focusing on direct demonstration, narrative story arc, problem-solving, or parody, the advert achieves memorability and social currency through celebrity-driven endorsement and persona—making FORMAT#8 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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