Pepsi has announced a campaign to honour iconic hip-hop artist Christopher Wallace (aka The Notorious B.I.G.) on the 50th anniversary of the music genre.
Working closely with The Notorious B.I.G.’s estate and his family, Pepsi aims to amplify the late rapper’s influence on popular culture while also introducing his music to a new generation of fans.
The campaign will encompass virtual and physical experiences, including street art installations in major cities globally and limited-edition Pepsi Max products dedicated to the late rapper.
Gustavo Reyna, senior director of global marketing at Pepsi, said: “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.”
“In celebration of the 50th anniversary of hip hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honored to partner with The Notorious B.I.G. estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.”
In 2020, an old freestyle recording surfaced, showcasing Biggie’s apparent fondness for Pepsi. The track, recorded in 1997, featured the lyrics:
“Nothing can beat the P-E-P-S-I, yes I drink it constantly / Something ’bout the taste feels great, less filling / Tell ’em Biggie said to drink it all, don’t test me / Nothing else beats a Pepsi / If it is, let’s see/ I’m thirsty.”
This track was later remastered and used in Pepsi’s tribute to the late rapper when he was posthumously inducted into The Rock and Roll Hall of Fame.
Voletta Wallace, mother of Wallace and founder of the Christopher Wallace Memorial Foundation, expressed her excitement at the honouring of her son’s artistry, connecting his music with today’s artists.
“While his art is timeless, we have been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do,” she said.
The 50th Anniversary of Hip Hop will pay tribute to the music genre, which originated in New York in the 1970s and is credited for introducing various artistic expressions, including rapping, DJing, breakdancing and street art.
