Pepsi Wild Cherry’s Lullaby of Parenthood

Gone are the days when lullabies were just about twinkling stars and quiet nights. Pepsi Wild Cherry’s “Nursery Rhymez” commercial, part of the vibrant “Get Wild” campaign, spins a fresh beat on millennial parenting, blending the nostalgia of yesteryears’ music with the tender moments of bedtime.

Pros:

1. Modern Parenting Twist: The commercial’s unique blend of a modern lullaby with Lil Jon’s “Get Low” humorously highlights the balance between parental duties and personal identity.
2. Cultural Relevance: The choice of a popular early 2000s hit resonates well with the millennial audience, striking a balance between fond memories and current realities.
3. Engaging and Fun: The ad’s playful approach to a routine parenting task showcases how ordinary moments can be transformed into joyful experiences.

Cons:

1. Risky Music Choice: While “Get Low” is iconic, its lyrics might not align with everyone’s idea of a lullaby, potentially leading to mixed reactions.
2. Niche Appeal: The ad’s focus on millennial preferences might not resonate as strongly with older or younger viewers.
3. Predictability in Theme: Similar to “#1 Fan,” “Nursery Rhymez” follows the predictable theme of injecting youthful energy into parenting, which might lessen its impact among audiences seeking more innovative storytelling.

“With ‘Nursery Rhymez,’ Pepsi Wild Cherry cleverly remixes the nightly bedtime routine, but it’s more of a gentle rock than a full-blown dance party. It’s the perfect nightcap for the millennial parents who haven’t forgotten how to turn the volume up on life, even if it’s just a notch!”

“As a millennial myself, I know firsthand what it’s like to feel nostalgic for our younger, freer days – and I know that we’re also still good at getting a little bit ‘wild.’ That’s why I love how our new ‘Get Wild’ campaign shows that a sweet, flavorful sip of Pepsi Wild Cherry can inspire us to inject some of that ‘wild’ feeling in our new realities,” said Jenny Danzi, Senior Marketing Director – Pepsi. “We know millennials are seeking fruity and flavorful options when they drink cola, and consumer preferences indicate cherry-flavored cola as a top choice. Now, with the new iconic and gorgeous packaging of Pepsi Wild Cherry—in zero sugar, regular and diet—Pepsi is all-in with Pepsi^® Wild Cherry, starting with Wild Card Weekend.“

Pepsi Wild Cherry’s “Get Wild” campaign is its first national advertising effort in three years. Directed by the talented Kate Hollowell, known for her work in music videos, commercials, and short films. The campaign humorously depicts the ‘wild’ side of millennial parenthood, a clever nod to the changing times and tastes.

Unlike Coca-Cola’s universal appeal, Pepsi’s campaign specifically targets millennials, offering a more focused narrative. Using nostalgic music and relatable scenarios sets it apart from competitors who often opt for more generic or global themes.

The campaign was created by VaynerMedia, a well-known agency for its innovative and culturally tuned approaches to advertising. Epoch Films, a women-owned global production company, collaborated on the project, adding a unique flair to the campaign’s execution.

Who is Kate Hollowell

Kate Hollowell, the director of the Pepsi Wild Cherry “Get Wild” campaign, is a rising star in commercial filmmaking. Recently shortlisted for the Cannes Young Director Award, Hollowell has a flair for blending humor with heartfelt storytelling. Her work, spanning music videos, commercials, and short films, is marked by a unique voice that resonates with a contemporary audience. Her recent short film premiere at Sundance ’24 is a testament to her growing influence in the industry. Hollowell’s approach to the “Get Wild” campaign showcases her ability to connect with the millennial demographic, infusing the ads with nostalgia and modern sensibilities.