Vacation®
X PEPSI®

Sold out in first 2 days on DTC
Estimated organic reach of 120m+
#1 Vacation® lip product
#2 lip product in category at Target
Social paid ads reached 1.8X ROAS

Product / TikTok / IG / Influencer / Retail / Affiliates / Promo / YT / PR / Email

LAUNCH FILM

As with all Vacation® video, this was shot and produced in-house. Couldn’t be more proud of what we were able to achieve.

TEASER SOCIAL

We invited our fans to follow the opening of “an important company time capsule” on social. During the opening, we revealed that the capsule was actually a long lost Vacation® x PEPSI® project, accidentally buried 35 years ago during a margarita-fueled fiasco.

TEASER VIDEO

To clear up the embarrassing PEPSI® time capsule mishap, we held a press conference on TikTok and Instagram. During the press conference, our new PEPSI® products were announced and fans were invited to join a waitlist.

AUTHENTIC INGREDIENTS

We collaborated with Product Development to find ingredients that built on our authentic PEPSI® idea, creating a
“Cherry Cola Super Blend” of Caffeine, Kola Nut, and Cherry Seed Oil that hydrates, soothes, and smooths lips

AUTHENTIC ADVERTISING

AUTHENTIC “UNDER THE CAP” PROMOTION

To reinvigorate conversations and PR for the product mid-summer, we created an authentic “under-the-cap” promotion just like the ones PEPSI® ran in the 1990s. Codes were entered on a custom site, with a prize or discount under every cap!

AUTHENTIC VINTAGE PRIZES

In keeping with the fact that our campaign had been “recovered from a time capsule” — we gave away vintage prizes reported to have been discovered during the unearthing. These items ranged from authentic 90s caps to PEPSI® beach chairs.