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Pepsi started a campaign on Thursday inviting consumers to try the pairing and share their Santa-friendly concoctions with the hashtag #PilkandCookies (as in Pepsi plus milk). Participants in the online competition, which runs through Christmas Day, will have the opportunity to win money.
“Combining Pepsi and milk has long been a secret hack among Pepsi fans,” said Todd Kaplan, Pepsi’s chief marketing officer, in a statement about the campaign.
As a new twist on the famous TikTok craze of “dirty soda,” which combines soda with syrup and cream, Pepsi is now promoting the combo. Businesses like Pepsi keep an eye on what’s going on on TikTok and frequently look for methods to join trends to remain relevant to young consumers.
“With the rise of the ‘dirty soda’ trend on TikTok and throughout the country, we thought Pilk and Cookies would be a great way to unapologetically celebrate the holidays,” said Kaplan.
Lindsay Lohan, the star of the Netflix holiday film “Falling for Christmas,” was chosen by Pepsi to promote the combo to make it even more trendy.
To individuals who wish to experiment with flavors other than Pepsi and milk, Pepsi is offering a variety of recipes, presumably to create its popular concoction.
The Cherry on Top combines Pepsi Wild Cherry with half a cup of 2% milk, two tablespoons of heavy cream, and two tablespoons of caramel creamer; the Naughty & Ice combines Pepsi with one cup of whole milk, one tablespoon of heavy cream, and one tablespoon of vanilla cream, plus Pepsi; and the Snow Fl(oat) combines Pepsi Zero Sugar and half a cup of oat milk with four tablespoons of caramel
TikTok trends
The soda cocktails are relatively new to TikTok, but they have long been a favorite among the state’s large Mormon population, some of whom refrain from drinking alcohol and hot beverages.
After Gen-Z pop diva Olivia Rodrigo tweeted a picture of herself holding a Swig cup in December of last year, prompting followers to inquire about the Utah-based brand, TikTok learned about the beverage. Since 2010, Swig has offered a variety of carbonated mash-ups and bills itself as the “home of the original dirty soda.”
The trend quickly took off, Eater reported in April, saying “TikTok is now replete with more than 700,000 mentions of the #dirtysoda hashtag, most of which accompany videos of creators showing viewers how to make their dirty sodas at home.”
Companies have been motivated to capitalize on the trends by launching new goods in response to viral food sensations.
This year, Dip & Crunch, a burger dipping sauce packaged with “salty potato crunchers,” was introduced by Kraft Heinz (KHC). People are supposed to dip burgers or sandwiches into the sauce, then into the crunchers, before biting into them. This practice seems to be trending on TikTok, with some users praising it and others doubting it.
“For us to hear that debate online, then bring it to life, is an example of how we’re listening,” Sanjiv Gajiwala, then Kraft Heinz North America’s chief growth officer told Fast Company in April. You may now see videos of TikTok influencers using the product in advertisements and giving their followers a review.
