Home » PepsiCo taps Yankees players for drink promotions
Purchase, N.Y.-based PepsiCo announced a national partnership with New York Yankees second baseman Robinson Cano. As part of the partnership, Cano will appear in a Pepsi commercial during the MLB All-Star Game on Tuesday, July 16, on Fox. Additionally, as part of the brand's Iconic Summer campaign, Cano will help encourage fans to have an iconic summer. Pepsi's first Iconic Summer experience with Cano will be unveiled in the July 16 Fox TV spot.
"Cano is a marquee baseball player with widespread appeal," said Heidi Sandreuter, senior director of sports marketing for Pepsi, in a statement. "Cano brings the excitement of now to everything he does, making him a natural choice for the Pepsi brand. This new partnership further establishes Pepsi's position as a brand at the center of sports and pop culture."
Furthermore, the Pepsi Lipton Tea Partnership, a joint venture between PepsiCo and London-based Unilever, paired Yankees relief pitcher David Robertson with its Lipton Iced Tea brand to bring the “wave” back to the baseball stadium. The Lipton Rally Wave, inspired by the cool and refreshing taste of Lipton Iced Tea, offers a way for fans to give their teams the support and energy needed to close out an inning, the company says.
On July 15, Lipton and Major League Baseball (MLB) initiated the ceremonial first Lipton Rally Wave at New York’s Citi Field during the 2013 Chevrolet Home Run Derby. Throughout the remainder of the MLB season, when fans see the Lipton announcement on the videoboard or hear the cue during game day in select stadiums, they will be encouraged to get up from their seats and do the “wave” by putting their own unique spin on it.
By participating in the Lipton Rally Wave at select stadiums across the country, fans have the opportunity to win instant prizes, including tickets to MLB games throughout the remainder of the season. Fans also can visit mlb.com starting July 18 to participate in The MLB Lipton Wave Sweepstakes for a chance to win 10 tickets to an MLB postseason game of the winner’s choice.
"Baseball is the perfect summertime activity, and the 'wave' gives players and fans alike an uplifting rush of energy and excitement," said Linda Bethea, senior director of marketing for the Pepsi Lipton Tea Partnership, in a statement. "For that reason, we're thrilled to partner the refreshing and uplifting taste of Lipton Iced Tea, America's No. 1 portfolio of teas, with America's favorite pastime. Together, Lipton and MLB are celebrating this iconic game day activity … at the 2013 Chevrolet Home Run Derby and at ballparks across the nation this season."