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Pepsi and 7UP have announced a major strategic collaboration with Disney to support the release of Zootopia 2, launching a high-profile marketing campaign under the banner "Zero Sugar for City-Wide Craze."

The initiative, rolled out across the Chinese market, represents a significant deepening of PepsiCo’s long-term commitment to infusing its brand narrative with pop culture. By leveraging the aesthetic and narrative appeal of the Zootopia franchise, the beverage giant aims to forge stronger emotional connections with Gen Z consumers and young families.

Zero Sugar as Social Currency

For PepsiCo China, the zero-sugar category has evolved beyond a dietary choice into a form of self-expression for younger demographics. The brand has consistently utilised crossover collaborations to build "social currency," a strategy previously refined through partnerships involving Star Wars and the Fantastic Four.

This latest campaign builds upon PepsiCo’s existing strategic alliance with Shanghai Disney Resort, a relationship that has served as a testing ground for integrating beverage brands with immersive entertainment IP.

Product Innovation: Character-Driven Can Design

Central to the campaign is a limited-edition packaging refresh designed to act as a collectable asset. The designs align specific beverage profiles with the personalities of the movie's iconic characters:

• Pepsi Zero Sugar: Features Judy Hopps, channelling themes of courage and determination.

• 7UP Zero Sugar: Features Nick Wilde, capturing wit and free-spirited charm.

• Extended Cast: New characters Gary and Nibbles also appear on select packaging.

These designs are intended to function as tangible "markers of identity," bridging the gap between the digital fandom of the movie and physical consumption moments.

Activation: Igniting 'City-Wide Craze'

The campaign employs a "tripartite model" fusing brand, content, and context. Activation has spanned online and offline touchpoints, including eye-catching out-of-home (OOH) installations in key metropolitan hubs such as Shanghai, Beijing, Chengdu, and Shenzhen.

To drive conversion from public buzz to sales, the brands have released a series of free Zootopia 2 merchandise, gamifying the purchase experience.

Industry Impact in APAC

From a strategic perspective, this collaboration underscores PepsiCo China's position as an innovation leader within the APAC region. By integrating youthful dynamism with established Disney magic, the company is creating a playbook for global markets on how to unlock value at the intersection of entertainment culture and consumer packaged goods (CPG).