Referring to drinks, cocktails are usually alcoholic beverages, but this holiday season there’s a new concoction that combines two unexpected classics. Pepsi has launched a campaign called #PilkandCookies and its ingredients are milk and Pepsi.
#PilkandCookies is an online challenge that runs from now to Christmas that invites fans of the bubbly beverage to try out their own combinations of milk and soda. The rewards include a new potential go-to libation and a cash prize. But why these two drinks? The idea has some surprisingly classical roots.
Pepsi introduces a new challenge combining soda with milk
Milk and cookies are so last year. Rumor has it Santa prefers Pilk…a dirty soda twist that you didn’t see coming @lindsaylohan 🙌 Join the naughty list when you follow @Pepsi & share a 📸 or 🎥 of your 🥤+🥛+🍪 with #PilkandCookies #Sweepstakes and you could win holiday cash pic.twitter.com/KrTNZJxNqW
— Pepsi (@pepsi) December 1, 2022
If they’re liquids, they’ll be combined. It’s a general rule of any drink-mixing scenario. But Thursday, Pepsi made it a whole campaign, calling for drinkers to mix some milk into their soda this holiday season. “Milk and cookies are so last year,” reads a Twitter post. “Rumor has it Santa prefers Pilk…a dirty soda twist that you didn’t see coming @lindsaylohan.” Ready your favorite Pepsi flavors and go-to milk brands for this one!
It goes on, “Join the naughty list when you follow @Pepsi” and share a photo or video of the drink, for “#PilkandCookies #Sweepstakes and you could win holiday cash.” It is accompanied by a video of Santa Claus himself sneaking through a house, where the only thing stirring was the fizzling bubbles from the cool can of Pepsi he just opened and poured into a tall glass of milk. The homeowner finds this to be a Christmas gift itself and enjoys a long swig.
Keeping up with the latest trends by embracing two classics
The milk and Pepsi combination – or Pilk, as it’s called – is just a blend of traditional and trendy. Many people across generations will remember when Lindsay Lohan teamed up with Jamie Lee Curtis for Freaky Friday; now, she’s teamed up with Pepsi to promote the #PilkandCookies campaign right as she’s starring in Netflix’s Falling for Christmas.
“Combining Pepsi and milk has long been a secret hack among Pepsi fans,” says chief marketing officer Todd Kaplan. There is also a TikTok trend that involves mixing soda in with cream and syrup. “With the rise of the ‘dirty soda’ trend on TikTok and throughout the country, we thought Pilk and Cookies would be a great way to unapologetically celebrate the holidays,” explained Kaplan. Some ideas proposed include the Cherry on Top, Naughty & Ice, and Snow Fl(oat).
Will you be having a “dirty soda” this holiday season?