A new Pepsi clothing collection initiative, launched on 9 September, leveraged both the start of the new NFL season and New York Fashion Week and saw the soft drink’s giant team up with legendary Harlem couturier Dapper Dan for a limited-edition capsule collection.
Dapper Dan is the self-described ‘father of logo-mania’ and has outfitted stars such as Beyoncé, Jay-Z, Aaliyah, and P Diddy.
The branded ‘Pepsi x Dapper Dan Football Watching Capsule Collection’ apparel release was timed to dovetail with the 9 September 2021/22 season kick-off and the 11 September start of New York Fashion Week. The clothing range, which includes a lounger, hoodie, bucket hat and a collectible Pepsi can, and was inspired by classic football jerseys, crafted with at-home viewing in mind (which may be the preferred way for fans to watch games as the Covid-19 Delta variant surge complicates the return to pre-pandemic activities) and created in Dapper Dan’s signature logo-heavy style.
Capsule clothing items are available for online sale between 9-23 September on Pepsi’s MadeForFootballWatching.com/DapperDan website only for the first 400 consumers who sign up (with the first three receiving the handmade lounger).
While the capsule is also available during a weekly sweepstakes from 12-18 September and 26 September-2 October a campaign phase which sees Pepsi team up with NFLShop.com to sell specially marked cases that carry QR codes which unlock points toward official gear and weekly sweepstakes.
The range is promoted through an integrated campaign led by 60-, 30- and 15-second spots featuring Dapper Dan himself alongside NFL legend Victor Cruz (a former wide receiver who played college football at UMass and who won Super Bowl XLVI with the New York Giants.
“With this year’s NFL season kicking off at the same time as New York Fashion Week: The Shows, we thought it was the perfect opportunity to celebrate the football watching experience with some fashionable yet comfortable loungewear, perfect for game day on the couch,” said Pepsi Marketing VP Todd Kaplan.
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Part of the strategy around the collection’s purchasing funnel through MadeForFootballWatching.com is that Pepsi is embracing direct-to-consumer tactics as its boosts the brand’s collection of increasingly valuable first-party data: an approach also seen in other Pepsi initiatives such as its Pep’s Place launch (a virtual restaurant that lets consumers pick their favourite beverage and see suggested food pairings available for ordering and delivery).
The capsule collection is a further strand of Pepsi’s umbrella ‘Made For Football Watching’ activation platform which seeks to ensure fans are fully prepared for at-home football viewing and launched in August 2020 at the start of last season.
The capsule campaign dovetails with Pepsi’s August 2021/22 NFL season ‘Made For Watching Football’ activation which starred Billions and Breaking Bad actor David Costabile.
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