Pepsi has long had ties to the music industry, including a longstanding partnership with MTV and sponsoring the Super Bowl halftime show. The new “Becoming a Popstar” show helps to deepen that association, especially with younger consumers, by going beyond sponsoring content to being a part of developing new programming from the very beginning.
TikTok is an app most commonly used by younger people, with 25% of its user base between the ages of 10 and 19, and 22.4% between 20 and 29. By casting popular creators on the app, Pepsi’s new show will most likely draw in younger generations who are familiar with such creators, increasing brand recognition in this population.
