Pepsi and Mnt Dew are encouraging their fans to make this summer truly memorable. To help its U.S. consumers achieve maximum results, the brands roll out a national campaign, “Iconic Summer,” that includes a variety of activations, prizes and events.
The soda giant has launched the Iconic Summer digital platform, where consumers will be able to add cap codes from specially marked Pepsi and Mnt Dew packaging to receive so-called icons. Creating various combinations of these icons, one can unlock “vaults” with a plethora of prizes, including headphones, hoodies, a suitcase set with exclusive Beyonce design, coolers, bags, tickets to sports and music events and many more. Each vault requires a specific combination of up to five common and rare icons—the types of icons are described in the bottom of the site.
Pepsi is also rolling out a photo-based activation encouraging U.S. fans to share their best summer moments on a virtual wall for a good cause. From May 26 to August 31, each added image will trigger a $1 donation from Pepsi to several charitable organizations (in total, the brand will donate up to $125,000). The participants will be automatically entered in a draw to win summertime experiences to celebrate the «season of red, white and blue.»