The latest food and beverage industry news and trend analysis

Pepsi is kicking off the 2025 NFL season with a major new campaign, “Tailgate Crashers,” starring NFL superstars Josh Allen and Justin Jefferson as they trade their jerseys for bold blue Pepsi jumpsuits to bring full-flavor energy to tailgates nationwide.

Designed to champion the brand’s message that “Tailgating Deserves Pepsi,” the campaign positions Allen and Jefferson as “flavor fanatics” determined to make sure every fan has an ice-cold Pepsi to pair with their gameday food — from burgers and brats to wings and ribs.

Tailgate Takeovers Across the U.S.

The Pepsi Crashers will appear at major NFL stadiums throughout the season, including:

• Lincoln Financial Field (Philadelphia Eagles)

• MetLife Stadium (New York Jets)

• Northwest Stadium (Washington Commanders)

• SoFi Stadium (Los Angeles Rams & Chargers)

• AT&T Stadium (Dallas Cowboys)…and additional locations to be announced.

These in-person activations will transform stadium parking lots into Pepsi-powered fan zones.

Inside the Campaign

The hero spot — now live on Pepsi’s YouTube channel — shows Allen and Jefferson gearing up in a locker room for a new kind of Sunday showdown. Instead of game plans, the pep talk is about parking-lot dominance: getting Pepsi into every fan’s hand to unlock peak flavor for their gameday eats.

The campaign launches across national broadcast with full digital and social support throughout the NFL season. Additional “Tailgate Crashers” content featuring more NFL stars and culinary talent will roll out in the coming months.

Part of the Food Deserves Pepsi™ Platform

“Tailgate Crashers” is the latest evolution of Pepsi’s Food Deserves Pepsi™ platform, which since 2024 has delivered high-impact creative including “BBQ Crashers/Carne Asada Merece Pepsi,” “Undercover Cups,” and “Pepsi Chase Cars.” The platform reinforces Pepsi’s signature message: great food tastes even better with Pepsi.