Our mission to make business better is fueled by readers like you. To enjoy unlimited access to our journalism, subscribe today.
Peeps, the ubiquitous neon, marshmallow candy that appears each spring, is teaming up with Pepsi to create a new…unique…take on soda.
The companies behind the sweets have announced a collaboration to create Pepsi x Peeps, which will combine the two flavors. But you won’t be able to buy it in stores.
Instead, the 7.5-ounce mini cans will be given away in three-packs to people who post pictures of themselves celebrating spring in a socially distant manner. Pictures should be posted to Twitter or Instagram, tagging Pepsi and including the hashtags #HangingWithMyPeeps and #PepsiSweepstakes.
The brands will accept entries through March 31.
“The Peeps brand always finds great joy in teaming up with partners to bring our beloved marshmallow flavor to fans in new and exciting ways, which is why we’re thrilled to collaborate with Pepsi on this limited-edition Pepsi x Peeps beverage leading up to the Easter holiday,” said Caitlin Servian, Peeps brand manager, in a statement.
The Internet, as it often does, had some thoughts on the announcement. “Wasn’t this the final sign before the apocalypse begins?” commented one. “Every day we stray further from god’s light,” commented another. “Making me question the efficiency of markets over here,” said a third.
While the pairing of an incredibly sweet spring candy with a cola product might seem unusual, Pepsi historically hasn’t been afraid of shaking up the norm. In 2017 it rolled out a limited edition cinnamon-flavored Pepsi called Pepsi Fire and two years ago introduced Pepsi Café. It has even reached into its archives, bringing back Crystal Pepsi in 2016.
More must-read lifestyle and entertainment coverage from Fortune:
- Smuggling, price-gouging, dognapping: True tales from inside the great pandemic puppy boom
- Indie music venues will finally be able to apply for stimulus money starting April 8
- Investing in fine wine is nothing new. But an app is now making it more accessible
- How the pandemic propelled online education for a world-class art foundation
- Director of a scathing new documentary on WeWork’s rise and spectacular fall tells all
