Pepsi MAX has announced a collaboration to celebrate the 50th anniversary of hip-hop, paying tribute to the enduring cultural impact of The Notorious B.I.G. through an international campaign.
The campaign, developed in close coordination with Biggie's estate and family, promises an immersive experience that artfully blends his unique personality, style, and lyrical flow with contemporary music, engaging a new generation of fans while honoring the rapper's immeasurable influence on hip-hop and popular culture.
The diverse virtual and physical experiences planned for the celebration will include street art installations in major cities worldwide and exclusive limited edition Pepsi MAX cans.
Voletta Wallace, the mother of the late star, born Christopher Wallace, and Founder of the Christopher Wallace Memorial Foundation, expressed her enthusiasm in a statement: "As we celebrate the 50th Anniversary of Hip Hop and its profound cultural impact, we're thrilled to honor Christopher's legacy and continue introducing his music to a new generation of fans. His art is truly timeless, and we believe that Pepsi's collaboration will bring his talent to even more music enthusiasts."
CJ Wallace, Biggie's son, added, "My dad is synonymous with rap, and his influence is unmatched. Bringing one of his unreleased flows out of the vault and partnering directly with Pepsi, a brand he loved, is incredibly special."
Pepsi proudly asserts that The Notorious B.I.G. was a dedicated fan of its product. To celebrate his posthumous induction into the Rock and Roll Hall of Fame in 2020, Pepsi released a remastered freestyle from 1997, featuring Biggie enthusiastically praising Pepsi. The track includes the lyrics: "Nothing can beat the P-E-P-S-I, yes I drink it constantly / Something 'bout the taste feels great, less filling / Tell 'em Biggie said to drink it all, don't test me / Nothing else beats a Pepsi / If it is, let's see/ I'm thirsty."
Accompanying the track is a short animated video by Antnamation, paying homage to Biggie's Brooklyn roots and his fondness for Pepsi.
Born Christopher Wallace in Brooklyn, New York, The Notorious B.I.G.'s artistic journey began with inspiration from a generation of hip-hop artists. Signing with Sean "Puffy" Combs' Bad Boy Records in 1993, Biggie quickly rose to prominence and became one of the most influential rappers of the 1990s era.
Stay updated on the campaign by following @PepsiGlobal's Instagram and Facebook channels.
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