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PepsiCo’s Silverstone partnership shows how the company is moving beyond logo-driven sponsorships toward immersive experiences designed to build stronger consumer connections with Pepsi, Doritos, and Gatorade.
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For Oscar Mayer, the Wienermobile’s enduring value comes from combining a recognizable brand icon with memorable, face-to-face consumer experiences—showing that experiential marketing can drive both cultural relevance and measurable business results.
PepsiCo Shifts Sponsorship into High Gear at Silverstone
PepsiCo is expanding its presence in live sports and entertainment through a new five-year partnership with Silverstone that will put Pepsi, Doritos and Gatorade at the center of the fan experience, as Retail Gazette reports. As Silverstone’s official soft drinks and snacks partner, PepsiCo plans to stage six major experiential activations each year across events such as the Formula 1 British Grand Prix, British MotoGP, and CarFest. Rather than relying on traditional sponsorship alone, the company will use interactive experiences, product sampling, and customized food and beverage concepts to give each brand a distinct role—from Gatorade’s fitness-focused activities and Doritos’ competition-driven experiences to personalized Pepsi drinks. The partnership also strengthens PepsiCo’s broader strategy of reaching consumers outside traditional retail environments by making its brands part of high-traffic sporting and entertainment occasions, according to Retail Gazette.
Learn more here: PepsiCo revs up experiential marketing with five-year Silverstone deal
Oscar Mayer’s Wienermobile Celebrates 90 Years of Driving Brand Love
Ninety years after first hitting the road, Oscar Mayer’s Wienermobile remains a standout example of how a brand can turn a quirky idea into lasting cultural relevance, as Fast Company reports. What began in 1936 as a rolling hot dog designed to attract attention and bring a little joy to consumers has evolved into a year-round experiential marketing platform, with a highly selective Hotdogger ambassador program, thousands of annual event requests, and newer extensions such as the Wienie 500. That race has become more than a spectacle: after its 2025 debut, Oscar Mayer reported selling 500,000 more hot dogs over Memorial Day weekend than the previous year, followed by another increase in 2026. While brands increasingly invest in real-world experiences to break through crowded digital channels, the Wienermobile demonstrates the advantage of building those experiences around a distinctive asset with decades of consumer recognition and emotional connection, as Fast Company notes.
Read more here: Celebrating the 90th birthday of the Wienermobile, the original marketing stunt
Weigel’s Rewards Frequent Visits with New Loyalty Tiers
Weigel’s is giving its most frequent customers more reasons to keep coming back with a tiered update to its MyWeigel’s Rewards program, as CSP reports. Members will now progress through four monthly levels—Fan, AllStar, VIP, and MVP—based on how often they visit, with higher tiers unlocking perks such as complimentary beverages and pizza, bonus points, and fuel discounts of up to 25 cents per gallon. The change shifts the loyalty program beyond traditional points-based incentives by recognizing the consistency of customers who make Weigel’s part of their everyday routines. It also builds on the convenience retailer’s recent digital investments, including a redesigned rewards app and promotional campaigns that have helped increase app engagement and new loyalty registrations, according to CSP.
Learn more here: Weigel’s Launches New Loyalty Program Tiers