Starry, a PepsiCo-owned brand, is making waves this summer with its innovative marketing campaign centered around extreme weather. The brand is offering its lemon-lime soda for free when temperatures soar above 100 degrees, aiming to position itself as the ultimate refreshment choice for consumers during the hot summer months.
The campaign, titled “100 Degrees, 100% Off,” allows consumers to add a digital pass to their mobile wallets, which automatically activates when temperatures surpass 100 degrees in their region. Consumers can then upload a receipt for a 20-ounce Starry purchase to receive 100% cash back via PayPal or Venmo. The promotion is running through July 31 and is limited to one offer per customer.
In addition to the digital aspect of the campaign, Starry is also deploying out-of-home (OOH) ads and vending machines in three markets: Miami, Charlotte, and Atlanta. These activations are strategically placed to coincide with the temperature threshold, creating a unique and engaging experience for consumers.
This marketing strategy reflects a growing trend in the beverage industry, where brands are leveraging extreme weather conditions to create targeted and contextual marketing campaigns. By tapping into the growing concern around climate change and the increasing frequency of heat waves, Starry is positioning itself as a brand that understands and caters to the needs of consumers during challenging weather conditions.
The “100 Degrees, 100% Off” campaign is not only a clever marketing ploy but also a way for PepsiCo to build awareness and affinity for the Starry brand, which was launched two years ago to replace Sierra Mist. By offering a free product and enlisting influencers to spread the word on social media, Starry is aiming to capture the attention of consumers and drive sales during the summer months.
As PepsiCo continues to navigate a changing market landscape and declining market share for its flagship soda, campaigns like “100 Degrees, 100% Off” demonstrate the company’s commitment to innovation and creativity in marketing. With a new CMO leading the beverages division and a focus on cultural fluency and social activation, PepsiCo is positioning itself for success in a rapidly evolving industry.
Overall, Starry’s bold and refreshing approach to marketing in response to extreme weather conditions is a testament to the brand’s commitment to delivering innovative and engaging experiences for consumers. As temperatures continue to rise, Starry’s promise of intense refreshment and free sodas is sure to resonate with consumers looking to cool down and enjoy a refreshing beverage during the hot summer months.
