PEPSI's Football Push: Key Findings
- Josh Allen and Justin Jefferson join PEPSI’s 2025 campaign. This time, they trade jerseys for jumpsuits and crash tailgates nationwide.
- "Tailgate Crashers" stretches beyond TV, bringing branded energy to tailgates at MetLife, SoFi, Lincoln Financial, and more.
- Part of the "Food Deserves PEPSI" platform, the new campaign blends food, football, and bold activation.
Quick listen: PEPSI proves gameday activations build more equity than ads alone.
PEPSI is replacing jerseys with jumpsuits for the 2025 NFL season.
In its “Tailgate Crashers” campaign, football stars Josh Allen and Justin Jefferson are on a mission to make sure fans aren’t left on the bench, especially when it comes to flavor.
The soda giant is also giving real tailgate scenes a branded upgrade at stadiums like MetLife, AT&T, SoFi, and Lincoln Financial.
"With 'Tailgate Crashers,' we're unapologetically crashing the party to bring the bold, refreshing flavor every tailgate deserves.
Because when your food and team bring the heat, your tailgate deserves an ice-cold drink that can keep up," PEPSI VP of Marketing Gustavo Reyna said in a press release.
These “PEPSI Crashers” appearances will bring the commercial’s energy to grills, coolers, and celebrations across gameday gatherings.
Tailgates Turned Brand Stages
The hero spot opens in a locker room, as the camera pans from Allen to Jefferson.
But instead of play diagrams, they were briefed about how to "amp up the food's flavor" for every tailgater during Sunday's NFL game.
Jefferson points out how they usually work on Sundays, but Allen seriously responds with, "I'll cancel my plans."
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We then see the two football players switch into electric-blue PEPSI jumpsuits as they storm tailgate parties across the country to give fans ice-cold PEPSI on game day.
“Tailgate Crashers” taps into the momentum of the "Food Deserves PEPSI" platform.
It is focused on making the drink part of every memorable food moment in an entertaining and attention-grabbing kind of way.
This time, the brand wants to prove that "Tailgating Deserves Pepsi."
Our Take: When Game Day Meets Brand
This campaign is all about a brand showing up where fans already are.
PEPSI is banking on experiential marketing during the 2025 NFL season, with Allen and Jefferson lifting tailgate events.
Here's what I think the legacy brand is doing right, and how others may replicate it:
- Live action meets brand promise. PEPSI gave fans something they could actually taste and feel.
- Athlete partnerships with purpose. Choosing players like Allen and Jefferson gives the campaign presence, not just reach.
- Integrated staging across channels. From grills to YouTube, the rollout keeps one clear message at the center. Tailgating deserves flavor.
a banger of a recipe deserves @pepsi 💥
— Dallas Cowboys (@dallascowboys) September 3, 2025
Bryan Anger glazed up some ribs!
For a chance to win a tailgating experience hosted by @MeatChurch and @pepsi, visit: https://t.co/9N0TnQNoNEpic.twitter.com/JtkgsO8xB0
This is all about being part of the atmosphere and its presence being felt by fans as they have fun.
“Tailgate Crashers” brings PEPSI out of the screen and into the parking lot, actually turning tailgates into live, fan-first moments.
For brands looking to stay relevant in culture, this is a campaign worth emulating.
Because when your product lands at the table, the cooler, and the feed, it becomes part of the entire experience.
Meanwhile, PEPSI MAX recently embarked on a creator-led strategy to refresh its brand messaging and maintain relevance.
Forge memories that last far beyond the campaign. Work with experts who turn activations into lasting equity:
