Pepsi MAX partners The Notorious B.I.G. with immersive campaign and unreleased track

Pepsi MAX has partnered with late hip-hop artist The Notorious B.I.G. to celebrate the 50th Anniversary of hip-hop in an international campaign alongside the release of a remixed and previously unreleased song to amplify Biggie’s legacy to a new generation of fans.

The immersive campaign includes both virtual and physical experiences such as street art across major cities worldwide and limited-edition Pepsi MAX cans.

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Born Christopher Wallace in Brooklyn, New York, the rapper, better known by his stage name ‘The Notorious B.I.G.’, has been a fan of Pepsi and recorded an unreleased track that features the beverage in 1997.

With the approval of Biggie’s estate, the track was remastered and released from the vault with a modern sound as part of Pepsi’s tribute to Biggie when he was posthumously inducted into The Rock and Roll Hall of Fame.

“We are always keeping a finger on the pulse of culture while listening to music fans’ preferred choices, and in the lead up to this momentous cultural occasion, they told us they had Biggie on repeat,” said Gustavo Reyna, senior director global marketing at PepsiCo.

The collaboration is part of Pepsi’s ‘Thirsty for More’ platform and brand philosophy that celebrates the lives of passionate individuals with more individuals expected to be featured this year.

“As we celebrate the 50th Anniversary of Hip Hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans,” said Voletta Wallace, mother of Christopher Wallace and Founder of the Christopher Wallace Memorial Foundation.

“While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today,” she continued.

The campaign comes in the wake of Pepsi's recent rebrand. In March, Pepsi unveiled a new logo and visual identity which makes it the first update of the Pepsi globe logo in 14 years. Paying homage to the brand’s heritage while being forward looking in terms of sustainability, the brand’s new logo largely encapsulates what Pepsi stands for today. It is bolder and more confident as compared to the logo's predecessor.

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