PepsiCo (PEP) has set its sights on the TikTok (TIKTOK) generation with the introduction of “Flavor Swap,” its first creator-led product line that pairs limited-edition chip mashups with major digital creators Madison Beer, iShowSpeed, and Dude Perfect. Notably, each product takes a fan-favorite flavor from one PepsiCo (PEP) brand and puts it on a different chip format. As part of the promotion, Madison Beer fronts Lay’s Sweet Southern Heat Barbecue flavor on Cheetos Crunchy, iShowSpeed is tied to Ruffles Cheddar & Sour Cream flavor on Doritos, and Dude Perfect is matched with Doritos Cool Ranch flavor on Ruffles.
The line launched on TikTok Shop last week to mark the food and beverage giant’s initial product drop on the platform. A broader U.S. retail rollout is planned for March as the company looks to take the concept from a social media discovery tool to mass distribution. Strategically, the program is designed as a “social-first” campaign that meets Gen Z where they discover products, namely TikTok and Instagram.
On a broader scale, PepsiCo (PEP) sees Flavor Swap as a way to use creators not just as media partners but as co-launchers of innovation, while also leaning into data that shows strong Gen Z appetite for social commerce and influencer-recommended products.
Shares of PepsiCo (PEP) are up 18.4% on a year-to-date basis.