Pepsi Blue, a blueberry-flavored carbonated soft drink, was sold for a limited time in 2001 in all Latin America. The drink became such a cultural phenomenon during that year, from airing creative TV spots and making iconic gaming characters, that fans of the drink still ask for it to this day.

Finally, after 20 years, Pepsi Blue decided to make a comeback for a limited time only during 2021’s Christmas holidays. The objective was to ignite people’s love for the drink, while also appealing to a young audience, and ultimately selling all 3,500 Pepsi Blue units in each market.

In 2001, the same year that Pepsi Blue launched for the first and only time, the Bolivian band called Azul Azul, which translates to Blue Blue, launched a song called “La Bomba,” that fiercely became one of the biggest one-hit wonders in the world.

The fact that a drink called Pepsi Blue and a band called Azul Azul (Blue Blue) both became smash hits 20 years ago, was the perfect insight to to partner up with Azul Azul and relaunch both hits together.

Study showed young consumers love to embrace nostalgic places, shows, products, and songs that have shaped culture. That’s why it was perfect for Pepsi Blue to partner up with Azul Azul and bring the two classics into the current moment with such a clever execution.

To help push the new song’s virality even further, Pepsi Blue strategically decided to change one of the song’s catchiest lyrics from “Un movimiento sexy” (A sexy movement)” to “Un movimiento Pepsi” (A Pepsi movement) and make a unique dance for everyone to follow on social media, just like when the song first launched 20 years ago and everyone followed in parties, gatherings, weddings, clubs, and more.

On November 1st 2021, the band went on social media and announced that “Azul Azul” was going to make a comeback, leaving everyone excited and nostalgic. Then, after surprising everyone by relaunching their hit song, everyone realized that it was Pepsi Blue who had made a comeback!

The song was launched through film which aired on local and premium channels, YouTube, Facebook, Instagram, TikTok. The song was also played on radio stations and multiple music streaming services.

The partnership between Pepsi Blue and Azul Azul helped achieve:

• 21 million in engagement

• 130 million in impressions

• Pepsi Blue Sold Out in almost 2 weeks.

• TikTok trending song!