Try It. Share It. Billieve It.
Building on the 2023 viral momentum of Buffalo Pepsi, we challenged Buffalo fans to order hot sauce with their Pepsi at key food service partners, creating their own “Buffalo Pepsi” and sharing the experience on social for a shot at exclusive prizes—Bills Suite Tickets and signed Josh Allen memorabilia.
Influencer Partnership:
We worked with Chef Cuso, a beloved Buffalo foodie and influencer, to tour iconic wing joints and experiment with Buffalo Pepsi creations. His content series garnered over 16k Instagram views, organically spreading the challenge and stoking FOMO among fans.
Experiential Launch:
We debuted a custom Buffalo Pepsi Trailer at the first Bills home game of 2024. Fans sampled Buffalo Pepsi with an array of fixins’, turning Gameday into an unforgettable taste experience.
Custom Buffalo Pepsi Swag:
Designed limited-edition Buffalo Pepsi tailgate swag, distributed exclusively to participating fans—cementing the activation in Bills tailgate lore.
The campaign successfully merged Pepsi’s bold personality with Buffalo’s signature culinary swagger and the city’s deep-rooted Bills pride. By pairing strategic influencer antics, immersive Gameday sampling, and sick Bills prizes, we turned a quirky food trend into a full-funnel, sales-driving brand platform. The results? Huge social engagement, an unBILLievable amount of local excitement, and—perhaps most importantly—thousands of fans uniting to bravely ask, “Can I get some hot sauce with my Pepsi?”
As a lifelong Bills fan, leading this project was a dream come true. Go Bills!
Team: Shawn Kraemer, Sasha Dias, Sydney Schwab, Afiya Thomas, Chris Barish, Eric Bruno, Maggie Buckley,