Pepsi, in South Africa, is joining the global campaign to celebrate the 50th Anniversary of Hip Hop by honouring one of the most iconic figures of the genre: The Notorious B.I.G. The campaign will feature exclusive giveaways for fans, including a limited-edition Pepsi can design that pays tribute to Biggie’s style and lyrical genius.
The campaign celebrates the rapper’s impact on today’s cultural landscape with an audacious new approach. It all started when an old freestyle emerged in 2020 showcasing Biggie’s fondness for Pepsi.
Recorded in 1997, the track featured lyrics that expressed his love for the beverage. The track featured lyrics exclaiming: “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.”
Remastered and released it became a significant part of Pepsi’s tribute to Biggie during his posthumous induction into The Rock and Roll Hall of Fame. This collaboration allowed his estate and the beloved brand to highlight his love for Pepsi but also forged an authentic connection between Pepsi and Biggie.
South African hip hop giants such as the legendary Grandmaster Ready D and Cape Town’s lyrical maestro YoungstaCPT are set to be a part of this exclusive campaign where they will engage with their audience as an ode to hip hop and the legendary Biggie Smalls.
“We’re thrilled to honour Biggie’s legacy and introduce his music to a new wave of South African fans as we commemorate the 50th Anniversary of Hip Hop and its profound cultural impact,” says Marius Vorster, Marketing Director of Pepsi in South Africa.
Pepsi is globally renowned for recognizing cultural pioneers who challenge norms, and The Notorious B.I.G. perfectly embodies this spirit. The brand aims to reintroduce Biggie’s talent and impact to a new generation of fans and celebrate his enduring influence on the world of hip hop.