Colachup

Summer—especially the Fourth of July—is hot dog season. But the drink of choice at the grill isn’t always Pepsi. So we set out to change that.

Tapping into the passionate world of condiment culture, we created Pepsi Colachup, a Pepsi-flavored hot dog topping developed with the Culinary Institute of America and unveiled with Joey Chestnut. Through targeted sampling, stadium activations, and a national rebate offer, we made Pepsi part of the holiday conversation.

The campaign featured targeted media sampling, stadium activations across the country, and a national rebate offer for purchasing Pepsi and hot dogs together. The results spoke for themselves and reaffirmed what we knew all along—hot dogs really do go better with Pepsi.