Advertising In-Depth
Vinita Bhatia
Jun 15, 2025

Pepsi’s ‘Stiiiiing’ shows culture beats branding

By letting a raw F1 moment become a meme, PepsiCo signals a future where culture drives campaigns—not logos.

PepsiCo has secured a long-term deal with Formula 1, running through 2030, that makes it an official collaborator of the world’s leading motor sport.

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