USA – In celebration of Hip Hop’s 50th anniversary, PepsiCo has announced both a partnership and an international campaign that honours and amplifies the legacy of The Notorious B.I.G, one of the genre’s most iconic artists.
Working closely with The Notorious B.I.G. estate and family members, Pepsi has planned a distinct and excitingly immersive campaign that will connect his unique personality, style, and lyrical flow with the sounds of today.
Being a part of Pepsi’s ‘Thirsty For More’ campaign, the collaboration aims to bring Biggie’s music to life across disruptive virtual and physical experiences and celebrate him from street art across major cities worldwide to limited edition Pepsi MAX cans, all paying tribute to and elevating his influence on popular culture.
Ms. Voletta Wallace, Biggie’s mother and founder of the Christopher Wallace Memorial Foundation, said, “As we celebrate the 50th Anniversary of Hip Hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans. While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.”
Speaking on the collaboration, CJ Wallace, Biggie’s son and founder of lifestyle brand Frank White, mentioned, “My dad is synonymous with rap, and his influence is unmatched. Taking one of his most well-kept secret flows out of the vault and working directly with Pepsi, the brand he cites is pretty dope.”
Meanwhile, Gustavo Reyna, Senior Director Global Marketing at PepsiCo, commented, “In celebration of the 50th Anniversary of Hip Hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honoured to partner with The Notorious B.I.G. Estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.”
