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Soft drinks brand Pepsi has launched an integrated summer campaign under its "You Deserve a Treat" platform to support a new range of ice cream-inspired Pepsi Zero Sugar flavours across the UK.

The multi-channel marketing push combines digital, out-of-home (OOH), social media, and experiential activations to drive consumer trial for three dessert-inspired variants: Cherry & Vanilla, Raspberry Ripple, and Salted Caramel.

The launch represents Pepsi's latest investment in zero-sugar flavour innovation, targeting summer indulgence and impulse purchasing across retail and foodservice channels.

Ice Cream Inspired Zero Sugar Flavours

The new range applies dessert-inspired flavour profiles to Pepsi’s core zero-sugar cola formulation, aiming to capture growing consumer demand for treats without sugar content.

The three zero-sugar SKU variants include:

🍒 Cherry & Vanilla: Combines dark cherry notes with a smooth vanilla finish to recreate a classic ice cream float profile.

🍨 Raspberry Ripple: Pairs tart raspberry berry notes with creamy vanilla undertones inspired by traditional dessert ripple ice creams.

🍮 Salted Caramel: Integrates rich, buttery caramel flavouring with a subtle savoury salt finish into the zero-sugar cola base.

How To Take Part

The campaign launched across UK OOH, digital, and social media channels on 20 July, centred on a creative hero asset featuring "Pidge", a CGI pigeon character designed to represent "elevated indulgence".

To drive trial and brand engagement, Pepsi is supporting the product rollout with experiential activations under the "Pepsi Parlour" banner, a Y2K-inspired pop-up concept mimicking classic ice cream parlours.

As part of the experiential drive, Pepsi partnered with dessert chain Creams Café to serve bespoke gelato ice cream floats created with the new zero-sugar lineup.

Key campaign and experiential touchpoints include:

• Soho Pepsi Parlour: An immersive pop-up venue operating at The Designer Boutique in Soho, London, from 24 to 26 July, serving custom floats including the Cherry & Vanilla Sundae Swirl, Raspberry Ripple Sundae Surprise, and Salted Caramel Sundae Soda.

• Brighton Pepsi Parlour: A seaside experiential pop-up running in Brighton from 8 to 9 August.

• Nationwide Sampling: A high-velocity sampling tour distributing chilled cans across key footfall locations throughout the summer trading window.

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Buy tickets for Pepsi Parlour, London. Information on Pepsi Parlour, This event has taken place. in London.

Retail

The coordinated push across advertising, social media, and physical sampling is designed to build brand awareness and accelerate store-level velocity for the new flavour variants.

With zero-sugar carbonated soft drinks continuing to drive category growth, the high-profile launch offers grocery, convenience, and foodservice operators an opportunity to stimulate incremental basket value and impulse soft drink sales during the peak warm-weather trading period.