Khaby Lame is continuing to make moves in silence — literally. The TikTok star was enlisted by Mark Zuckerberg for Meta’s promo in November 2021. Then, at the top of 2022, he went on to sign a multi-year deal with the iconic fashion line Hugo Boss. His latest win is partnering with Pepsi on an ad campaign called “A Smoother Way to Soda” for Nitro Pepsi, reports AfroTech/Marketing Dive.
The new drink — described as “first ever nitrogen infused soft drink,” — was revealed to the public in February. Ahead of the new product officially hitting shelves nationwide on March 28, Lame became a part of its marketing rollout.
“Since Khaby Lame is known for pointing out the obvious with the use of his signature hand gestures, we felt he was the perfect person to show the world Nitro Pepsi is a simple solution for those who prefer less carbonation than that of a traditional cola,” said Todd Kaplan, chief marketing officer at Pepsi, in a press statement.
In Lame’s Tik Tok spot for the brand, he is asked at a bar to “show us how to drink Nitro Pepsi.” He goes on to take viewers step-by-step, silently, of how to pour it up and enjoy.
The Nitro Pepsi ads were shot by photographer David LaChapelle and the online sensation “will appear on billboards in such cities as Los Angeles, New York and Las Vegas and print spreads in publications Variety, the Hollywood Reporter, the New York Times and the New Yorker.”
Pepsi’s first national TV ad for Nitro Pepsi is set to air during the Oscars Pre-Show on March 27.
Lame is the second-most-followed on TikTok with 135 million followers (as of this writing). Big brands are really taking note of the fact that he’s marketing gold.