When Wicked: For Good arrived in theaters, it did so alongside a wave of brand tie-ins competing for attention. Most followed a familiar formula of themed packaging or limited-run merchandise.
PepsiCo chose a different route. Instead of launching another retail SKU, the company activated DRIPS by Pepsi as an experience layer designed specifically for the moviegoing environment.
This Brand Story breaks down how Pepsi DRIPs transformed theater concessions into a branded ritual. By combining character-led design, visual spectacle, and limited-time access inside Regal Cinemas, the campaign reframed beverages as part of the entertainment itself rather than a secondary purchase.
Turning Movie Concessions Into a Branded Ritual
At the center of the activation were two limited-edition DRIPS beverages inspired by Wicked’s central characters.
Mountain Dew Emerald Mischief leaned into Elphaba’s green, mischievous identity with sour apple notes, boba inclusions, and candy garnishes. Tropicana Lemonade Good Witch Swirl mirrored Glinda’s aesthetic through pink hues, dark cherry boba, and edible glitter.
Both drinks were available exclusively at participating Regal locations for a short window tied to the film’s theatrical run. That constraint was intentional. Rather than chasing scale, the campaign focused on presence inside a moment when audiences were already primed for immersion.
Buying a DRIPS beverage became part of the Wicked ritual, not an add-on to it.
@regalmovies Come with us to try the new Pepsi Drips at Regal💙💜💗Treat yourself to one of these uniquely crafted drinks: Tropicana Cotton Candy Lemonade, Pepsi Cherry Boba Burst, or Starry Dragon Fruit Blast. ✨ Drips by Pepsi is now at select Regal locations, and more are on the way! Keep an eye out as these refreshing creations make their way to a theatre near you👀 @Pepsi
DRIPS by Pepsi as a Platform, Not a Product
DRIPS by Pepsi is not designed to compete as a traditional beverage brand. Instead, it functions as a controlled experience platform that allows PepsiCo to reinterpret familiar drinks within high-attention environments like Regal Cinemas.
By operating inside theaters, DRIPS gives PepsiCo control over presentation, timing, and context. Existing brands such as Mountain Dew and Tropicana can be remixed with boba, syrups, and visual elements to create event-specific beverages without the complexity of national retail launches.
The drinks are framed as limited experiences rather than permanent products, which makes experimentation feel intentional and low-risk.
In the Wicked activation, DRIPS acted as the connective layer between the film and the venue. The beverages were not just themed refreshments, but part of the moviegoing experience itself. That positioning allowed PepsiCo to turn concessions into a storytelling surface, reinforcing immersion while keeping execution firmly brand-owned.
Designing Drinks for the Camera
The beverages were built with visibility in mind. Layered colors, boba inclusions, candy garnishes, and edible glitter ensured the drinks stood out immediately at the concession stand and on social feeds. In an environment where anticipation is high and phones are already out, visual impact became the primary driver of discovery.
This design choice aligned with modern moviegoing behavior. DRIPS drinks were not meant to be consumed quietly in the dark. They were meant to be photographed, shared, and remembered.
By prioritizing form alongside flavor, Pepsi DRIPs turned a routine purchase into a moment worth documenting.
@brielleybelly123 IB @martin
Importantly, the visual design also solved a practical challenge. Concessions traditionally lack differentiation once purchased, but these drinks remained visually distinctive long after the transaction.
Whether carried through the lobby or photographed in-seat, the beverages continued to advertise themselves organically, extending their impact without additional media spend.
Limited-Time Access as a Feature
Scarcity was central to the activation. Availability was limited to a short theatrical window and select locations, with no promise of future rollout. That constraint reframed the drinks as collectible experiences rather than repeat-purchase products.
The urgency encouraged immediate participation and social sharing. Fans were motivated to try the drinks while they could, capturing and posting the moment before it disappeared. Limited access became a feature, not a limitation, reinforcing cultural relevance without long-term distribution pressure.
This approach also protected the platform from fatigue. By resisting scale for scale’s sake, DRIPS avoided becoming just another seasonal flavor program. Each activation feels discrete and time-bound, which preserves novelty and keeps future releases from competing with their own past moments.
How the Activation Lived on Social
The real scale of the Pepsi DRIPs activation did not come from media spend or reach, but from how naturally it fit into existing social behavior around movie releases. On TikTok and Instagram, the drinks showed up as artifacts of the theater experience itself.
Much of the content followed a familiar ritual format. Creators filmed concession stands, close-ups of the drinks being handed over, first sips in theater seats, and side-by-side comparisons of the green and pink options. The framing mirrored how audiences already document movie nights, which made the branded element feel incidental rather than inserted.
Choice also played a major role in driving engagement. Many videos centered on the question of alignment: Elphaba or Glinda, green or pink, sour or sweet. Creators explicitly asked followers which drink they should order, turning the decision into a participatory moment before the purchase even happened. Comments became an extension of the experience, not post-hoc feedback.
Importantly, the content was not uniformly positive or scripted. Some creators focused on the visuals, others on flavor balance, others on whether the drinks were “worth it.” That variety worked in the campaign’s favor.
The platform-native nature of the experience mattered. Because DRIPS existed exclusively inside theaters, creators could not recreate it at home. That limitation elevated the content’s perceived value. Watching someone else order the drink felt like witnessing access, not just consumption, which made the posts feel closer to event coverage than product promotion.
In effect, social media did not amplify a message. It documented participation. That distinction is why the campaign traveled so effectively without needing explicit calls to action or influencer scripts.
Why This Campaign Worked
The campaign succeeded because it treated experience as the primary product. Rather than pushing volume or novelty flavors, Pepsi DRIPs focused on making concessions memorable and shareable. Visual design, environment, and timing did most of the work.
Equally important, the activation respected the balance between IP and brand ownership. Wicked provided inspiration, but DRIPS controlled execution. That clarity ensured the experience felt authentic to the film while remaining unmistakably part of PepsiCo’s broader strategy.
The campaign also worked because it aligned commercial goals with audience behavior. Instead of interrupting the moviegoing experience, it enhanced it. That alignment reduced resistance and increased participation, turning a revenue-generating touchpoint into something audiences actively wanted to engage with.
Key Takeaways for Marketers
- Experiences outperform products when attention is the goal
- Retail and venue environments can function as owned media
- Limited access can increase cultural impact without sacrificing relevance
- Visual design drives discovery and sharing in physical spaces
- Platforms enable faster, lower-risk experimentation than standalone launches
What this campaign ultimately shows is that distribution context can be as powerful as product innovation. When brands design for where consumption happens, not just what is consumed, they unlock new ways to create meaning, urgency, and memorability.
