Pepsi Fire will be available in US stores nationwide for eight weeks from May 22. It will be available at major retailers in 20 oz bottles and 12 oz can 12 packs; and a Pepsi Fire Slurpee drink will be available at participating 7-Eleven stores.
Lauren Cohen, director of marketing at Pepsi, said: “Summer is one of the most anticipated times of the year, and Pepsi Fire is going to ignite this season with an unexpected and spicy twist to our classic cola taste."
Pepsi Fire will be part of a ‘snap-unlock-win’ campaign. Packaging will feature a QR 'Snapcode' that unlocks a variety of Snapchat features such as a new Pepsi mobile game. The campaign will also be used with Pepsi, Diet Pepsi, Pepsi Zero Sugar and Pepsi Wild Cherry.
The summer campaign will be supported by digital, out-of-home and on-air advertising, including a national TV commercial in June.