ATLANTA (CNN): Good news, Peeps fans! Peeps will not only be back on store shelves in time for Easter, but will also come in a new shape.
Pepsi and Peeps are collaborating on a new drink that combines the two extra sweet flavors, the companies announced Thursday. The new glue, dubbed “Pepsi x Peeps,” mixes the taste of a Pepsi with Peeps ’“ soft, sweet pillow ”marshmallow flavor. This makes it “the ideal accessory and the calm of thirst for spring,” according to the companies.
This is the first time Pepsi has used marshmallow in its tail. Pepsi often uses seasonal flavors to generate excitement for your brand. Last winter, the brand launched hot chocolate-flavored Pepsi drinks and apple pie to celebrate the holidays.
However, Peeps fans may be disappointed not to be able to buy the new flavor.
Instead, Pepsi is giving away 3,000 packages through its #HangingWithMyPEEPS contest. Each winner, who uses this hashtag and Pepsi tags on Instagram and Twitter to show off their spring celebrations, will receive a package containing three 7.5-ounce mini-cans in bright yellow, pink, and blue.
Pepsi approached Peeps about the collaboration to get a spring-inspired flavor, Todsi Kaplan, Pepsi’s vice president of marketing, told CNN Business. He said the combination was aimed at providing a “moment of joy” after last year’s tough.
“Taste is really important to customers,” he said. “They want sweets and they want to connect emotionally with things. Peeps has its own subculture that we wanted to take advantage of.”
Peeps has been the number 1 brand of chocolate-free sweets that has been sold around Easter for more than 20 years, according to owner Just Born Quality Confections. About 2 billion peeps are produced each year.
Kaplan said it could finally be sold publicly if there is demand. For now, it emulates the “drop culture” (also known as limited merchandise release) that sneakers and even McDonald’s often use to excite fans of both brands.
“These limited time deals are a way to capture our core fans and give them fun things to embrace,” Kaplan said.
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