Pepsi is making waves across Ireland this May with its bold and immersive brand activation, Crack the Cooler, set to appear in Belfast on May 10th, Galway on May 17th, and Dublin on May 24th. This dynamic initiative forms part of the wider Thirsty for More campaign and is aimed at driving deeper engagement and brand differentiation through real-world, interactive experiences.
At the core of the activation is a visually striking, ice-themed installation that serves as both a spectacle and a challenge. Inside the transparent, ice-inspired cooler lies exclusive Pepsi merchandise — but there’s a twist. To access it, participants must enter a unique code on a digital keypad. Only those lucky enough to guess the correct code will unlock the cooler and walk away with limited-edition Pepsi prizes.
The concept taps into a sense of play, curiosity, and energy — qualities that align closely with Pepsi’s identity and consumer base. By transforming brand interaction into an engaging game, Crack the Cooler blurs the line between entertainment and marketing.
“We’re proud to bring this bold, interactive experience to life for Pepsi,” said Jonny Davis, EVP at Allied Global Marketing. “It’s been fantastic to collaborate with the team at Britvic Ireland to craft something that truly resonates with consumers in a fun and memorable way.”
The experience unfolds in three easy steps:
- Spot the Pepsi merchandise locked inside the frozen display.
- Enter your unique code on the digital pad.
- Crack the cooler and, if successful, claim your prize.
With its high-impact design and street-level energy, the activation promises to leave a lasting impression on passers-by and participants alike. As Pepsi continues to explore inventive ways to connect with audiences, Crack the Cooler stands out as a refreshing example of experiential marketing done right — icy, interactive, and irresistible.
