Objectives:

Pepsi partnered with ICE Factor on an ongoing series of 2026 experiential marketing initiatives designed to bring its beverage portfolio directly to consumers through Walmart opening celebrations, college activations, Harris Teeter events, and fan experiences.

The objectives were to encourage product discovery and trial, support retail and community relationships, and create a welcoming brand presence wherever consumers were gathering. From introducing new flavors to showcasing familiar favorites and zero-sugar options, each activation gave shoppers, students, families, and fans an opportunity to experience the products firsthand.

Elements:

ICE Factor delivered a flexible activation program combining event management, branded environments, trained ambassadors, product sampling, and live consumer engagement. Depending on the location, footprints incorporated branded tents, sampling tables, oversized beverage inflatables, signage, staging, and sound systems.

Walmart Grand Openings & Re-Grand Openings: ICE Factor helped transform store opening celebrations into engaging community events. Teams supported setup, staging, ceremony flow, music, and, at select locations, emceeing and speaker introductions. Sampling connected shoppers and employees with featured beverages, while the branded footprint gave Pepsi a prominent presence throughout the celebration. At Calabash, a dedicated “Pepsi Play” area incorporated balloon drops and giveaways that encouraged guests to gather and stay for additional activities. Watch the Pepsi Balloon Drop in action.

College Activations: The program included North Carolina Wesleyan University’s Rock the Mount event and a Coastal Carolina back-to-school activation at Walmart in Conway, South Carolina. Teams engaged students, families, faculty, and community members through beverage sampling and approachable brand conversations. At the Coastal Carolina event, interactions with college athletes and cheerleaders added to the energy surrounding the Pepsi footprint.

Harris Teeter Community & College Events: In Burlington and Greensboro, ICE Factor brought sampling into store events serving local shoppers and college communities, including Elon and North Carolina A&T students. Featured products included Mountain Dew varieties, Muscle Milk, and Gatorade Lower Sugar. Teams coordinated with store management to position the activation within busy gathering areas, pairing product discovery with food, music, and a welcoming community atmosphere.

Sports & Fan Engagement: At a Carolina Hurricanes home game in Raleigh, the team extended the program into a sports setting with beverage sampling, commemorative puck giveaways, and information about specialty Pepsi cans available inside the arena.

Across the program, product selections varied by event and included Pepsi, Pepsi Zero Sugar, Pepsi Prebiotic, Mountain Dew varieties, Starry, Aquafina, Gatorade, and Muscle Milk. Field teams adjusted layouts, sampling formats, and product selections to accommodate each venue’s space, inventory, audience, and weather conditions.

Results to Date:

This interim recap highlights 20 completed activations across North Carolina, South Carolina, and Maryland, with the broader program still ongoing. The featured events include 15 Walmart opening celebrations, two college-focused activations, two Harris Teeter events, and one Carolina Hurricanes activation.

Sampling encouraged consumers to explore unfamiliar flavors, compare product options, and ask where to purchase their favorites. Feedback captured interest in Dirty Dew, awareness of zero-sugar and lower-sugar choices, and reactions to Muscle Milk’s taste and product variety. These conversations provided firsthand insights into consumer preferences and questions at the point of trial.

Retail and event teams repeatedly praised the presentation, energy, and operational support. At Asheboro, the response to ICE Factor’s emceeing led other Walmart managers to request similar support for upcoming events. At Calabash, guests stayed for a second balloon drop, illustrating how interactive elements helped sustain participation.

The program continues to connect Pepsi’s beverage portfolio with local communities through product trial, personal interaction, and coordinated event execution.

Consumer & Partner Response:

“Pepsi brings the party!”
— Feedback recorded at the Asheboro Walmart activation

“Thank you for jumping in when needed. The show ran very smoothly.”
— Feedback recorded at the Easton Walmart activation

“Thank you for being here. You two did a great job. We hope you can come back.”
— Feedback recorded at North Carolina Wesleyan University