Pepsi goes big to promote something small

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Itā€™s not always good to be the big man. Just ask Shaquille Oā€™Neal.Ā 

As Pepsi continues its 125th anniversary celebration, it is reuniting with basketball superstar Shaquille Oā€™Neal, who had appeared in a number of the brandā€™s campaigns in the 1990s, to promote its 7.5-ounce mini cans. To do so, the brand is reprising the 90s-era hit ā€œI Wishā€ by Skee-Lo.Ā 

ā€œWeā€™re celebrating the biggest star weā€™ve ever had,ā€ said Todd Kaplan, chief marketing officer for Pepsi. ā€œShaq was the face of our brand for much of the 90s.ā€

The campaign is anchored by a commercial that shows the 7-foot, one-inch Oā€™Neal in everyday situations where being larger than average is a disadvantage, including airplanes, regular-sized beds and walking through doorways. While he does, Shaq reimagines Skee-Loā€™s song with lines wishing he was ā€œa little bit smaller.ā€ (The rapper makes a cameo appearance at the end of the commercial.) The spot also pays homage to a 1994 Pepsi commercial featuring Oā€™Neal for the ā€œBig Slamā€ bottle.Ā 

ā€œShaq has such a magnetic personality and is such a fixture in our culture, even today,ā€ Kaplan said of the starā€™s lasting appeal. ā€œHeā€™s a fun brand ambassador for us, considering his past and relationship with us.ā€

Coinciding with the campaign will be a social media sweepstakes where fans can post photos of their favorite snacks or meals using the tag #BetterwithPepsi for a chance to win an Official NBA Basketball signed by Oā€™Neal.Ā 

The commercial will begin airing during select NBA games on ESPN and TNT beginning this week, and during the NFL broadcasts on Thanksgiving.

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