- Pepsi has teamed with Reebok and basketball legend Shaquille O’Neal to create the Pepsi ‘Sneak’er, an original pair of Reebok Pump Shaq Attaq shoes modified to suit a full Pepsi Mini Can into the only, based on a press release.
- The sneakers, created with the Shoe Surgeon, are tailored to O’Neal, who wears a whopping size 22, which is what allowed for the shoe’s custom compartment to be made. O’Neal debuted the sneakers throughout the 2024 NBA All Star Weekend.
- A complete of twenty-two consumers can rating the shoe, also all size 22, for themselves via a social media sweepstakes. The nostalgic play follows a previous tie-up between Pepsi and O’Neal across the mini cans.
While O’Neal, who stands over seven feet tall, is probably not probably the most obvious selection to advertise Pepsi Mini Cans, the retired athlete is taking fandom to recent heights with the custom-tailored ‘Sneak’ers, which were made to make sure that the mini cans are at all times “inside a leg’s reach.” Before the duo’s latest tie-up, O’Neal also plugged Pepsi Mini Cans in a industrial soundtracked to a remix of Skee-Lo’s 1995 hit “I Wish” that featured a twist on the song’s popular refrain “I wish I used to be somewhat bit taller” to grow to be “I wish I used to be somewhat bit smaller.”
Crafted from an original pair of Reebok Pump Shaq Attaqs, the scale 22 Pepsi ‘Sneak’er, made with the Shoe Surgeon, come equipped with an electrical blue leather chamber, which is custom-built to carry a Pepsi Mini can. Additional features include a custom colorway, which leverages Pepsi’s color palette, electric blue laces and using the Pepsi Globe to exchange Reebok’s “pump,” per release details. The design elements of the shoe embody Pepsi’s visual overhaul last yr — its first in 14 years — that notably saw it swap its muted blue color scheme for a bolder, more vibrant appearance.
The commemorative sneakers also feature nostalgic callbacks, with the design nodding to O’Neal’s first NBA team, Orlando Magic, which retired the icon’s No. 32 jersey on Feb. 13. The jersey represents the primary to be retired by the team. Additionally, the marketing play reunites Pepsi, Reebok and O’Neal, a trio that first got here together within the early ‘90s.
In an extra nod to O’Neal’s shoe size, an extra 22 shoes will probably be up for grabs to 22 consumers who share their love for Pepsi Mini Cans on social media and use the hashtags #PepsiMinis #Sweepstakes now through Feb. 25.
Nostalgia has been a significant theme for Pepsi following the kick-off of a marketing blitz last fall to commemorate the brand’s one hundred and twenty fifth anniversary, a milestone celebration that has included a slew of callbacks to memorable moments of its past, including the Pepsi Challenge and “Pepsi Girl” from the ’90s and the resurrection of past commercials from stars like Madonna. The media blitz also served because the official introduction of the brand’s visual overhaul, which also features a recent logo and “pulse” motif.
PepsiCo saw organic revenue increase 4.5% in Q4, a decline from the 14.6% organic revenue growth reported throughout the same period the yr prior, based on an earnings statement. The marketer also reported a decline in organic volume, a shift that it attributed to consumers’ growing preference for smaller pack sizes, which could explain the recent emphasis on Pepsi’s 7.5-ounce mini cans.
For the complete yr, PepsiCo’s North America Beverages division in 2023 saw organic revenue increase 7%. The company in its earnings statement attributed investments in “promoting, digitalization, and go-to-market execution” for its success along with high-single-digit growth from brands Pepsi and Gatorade.
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