MARKETING CAMPAIGNS

Senegalese social media superstar Lame signs up for Pepsi campaign

By our News Team | 2022

Following on the heels of his brand ambassador role with Hugo Boss, African-born Khaby Lame has been recruited to promote the new Nitro Pepsi drink.

Khaby Lame, the global TikTok superstar born in Senegal, continues to take the marketing world by storm and has just been signed by Pepsi to help promote its new cola product.

Lame, who these days lives in Europe, seems to be on a roll. He recently also agreed a deal to be a brand ambassador for Hugo Boss as part of a major rebranding strategy for the company.

His TikTok success – he has more than 135-million followers on the social media platform and has notched up more than 2-billion ‘likes’ – has made him highly sought-after, particularly with brands seeking to tap into Gen Z and even younger audiences that dominate on TikTok.

Marketing campaigns

Khaby Lame promoting new Nitro Pepsi. Image courtesy of Pepsi

New Nitro Pepsi infused with nitrogen

The Pepsi campaign is for Nitro Pepsi, a new product that is infused with nitrogen and said to be a ‘A Smoother Way to Soda’ in its payoff line. A TikTok video of Lame showing, in his own inimitable style, how to pour the product while standing at an upmarket bar, is already doing the rounds. You can watch it here.

But the full-scale ad campaign featuring the Senegalese superstar is scheduled to debut later this month on US national TV as part of the high-profile pre-Oscar Awards build up. There are also campaign billboards in Los Angeles, New York and Las Vegas. Plus print activations running in the likes of The New York Times and Hollywood Reporter.

“Since Khaby Lame is known for pointing out the obvious with the use of his signature hand gestures, we felt he was the perfect person to show the world Nitro Pepsi is a simple solution for those who prefer less carbonation than that of a traditional cola,” said Todd Kaplan, Chief Marketing Officer at Pepsi, in a media release.

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