Pepsi re-branded its crystal soda rival to Coca-Cola’s Sprite final 12 months. Now it’s tapping rapper Ice Spice to spotlight its new star.
Ice Spice will star in a Tremendous Bowl business for Starry, the brand new soda that Pepsi launched final 12 months after discontinuing its Sierra Mist model. The rising star is probably going a sensible choice, contemplating her connection to Gen Z and her rise to fame as a TikTok rapper. She’s going to star alongside mascots Lem and Lime. AdAge experiences that VaynerMedia is the artistic company liable for the advert.
Pepsi Co. rebranded Sierra Mist final 12 months in an try to tackle Coca-Cola’s market dominance within the lemon-lime soda class. Michael Smith, the pinnacle of selling for the Starry model, instructed AdAge that its goal customers are “irreverent optimists.”
In fact, Pepsi Co. isn’t the primary model partnership Ice Spice has landed in her development upwards, both. Final 12 months in September 2023, the rapper starred in a Dunkin’ Donuts business to have a good time the arrival of pumpkin spice season. The advert premiered on the 2023 MTV Video Music Awards, the place Ice Spice received the Finest New Artist class.
Increasing her horizons past simply music, Ice Spice has change into a eager brand-aware musician. She additionally has a sponsorship take care of Chia Pet, which affords a terracotta bust of the rapper that followers can develop a chia ‘fro on. Not too dangerous for one thing your grandma used to offer as a present to people who find themselves onerous to purchase presents for. (Sorry Chia, it’s true.)
Most just lately, Ice Spice launched a brand new track snippet that includes a artistic tackle J. Cole’s ‘fart’ lyric from his album, The Off-Season. “I allow you to really feel such as you the sh**, however boy, you may’t out-fart me. You suppose you the sh**? B*tch, you not even the fart,” the lyric goes.