Pepsi is releasing a soda-ketchup lovechild product aiming to increase sales for July Fourth. 

Pepsi is releasing a soda-ketchup lovechild product aiming to increase sales for July Fourth. Yes, Pepsi is in fact launching a “cola-infused condiment” as a marketing tactic to encourage consumers to pick the soda to go with their hot dogs during this year’s Fourth of July festivities. Called Pepsi Colachup, the “sweet-but-tangy” mixture was engineered by the Culinary Institute of America’s business consulting unit. It will be available at baseball stadiums on July Fourth as part of partnerships with teams including the Detroit Tigers, Minnesota Twins, Arizona Diamondbacks, and New York Yankees. This latest marketing move is part of Pepsi’s #BetterWithPepsi brand platform, and the brand will additionally partner with Joey Chestnut, a competitive eater (who specializes in hot dogs) to further promote the soda to pair with the staple holiday food. YPulse research shows that young consumers are quick to pay attention to quirky marketing campaigns (regardless of whether they’ll actually eat the product or not). (Marketing Dive)