Cherries Wild

FOX and Pepsi partnered together to create the first-of-its-kind game show, Cherries Wild, to support the relaunch of Wild Cherry. Jason Biggs hosted six half-hour episodes that aired Sunday nights immediately following the NASCAR race series from February 21 through March 28. The campaign featured multiple promotional elements including: linear, digital, social, mobile and retail. The Wild Cherry brand was authentically integrated into the game play and set design each episode.


FOX + Pepsi Recap Sizzle

Pepsi’s custom-built Cherries Wild app resonated with viewers and consumers

Integration: The Pepsi branded Wild Moment (1x per episode) was an unexpected in-show moment where contestants received a bonus spin to win cash and/or wild cherries. This moment included a Jason Biggs call-out to Pepsi and a branded lower third.

Cherries Wild Companion App: Pepsi created a custom Cherries Wild interactive mobile gaming app allowing viewers at home to play alongside show contestants in real time.

  • The Wild Moment Content invited viewers to play along (in app) with the chance to win the exact amount that the contestants had just won in-show (weekly winning prize ranged from $12K-$29K).

Co-Branded Custom Content (Pepsi paid ad time)

  • Trivia Rush Content invited viewers to play along at home with a fast-paced trivia challenge.


FOX collaborated with Pepsi’s PR team throughout December, January & February. The publicity plan included exclusives in Variety, Ad Age and Ad Week. Jason completed over 50 interviews promoting Cherries Wild, including six national talk shows with a total combined audience of 8.3 million viewers.


Pepsi provided co-marketing across cable, NASCAR on FOX and through social & digital. In addition, Pepsi’s retail marketing showcased displays (30,000) and on-pack promotions (3 million+) in stores nationwide. FOX reciprocated with tune-in, including co-branded elements across linear, digital and social platforms.

Social Support

Pepsi supported the partnership across social with native posts on their brand handles, retweets/shares and interaction of FOX’s show social content. FOX also provided custom social content leading up to and throughout the season across FB, TW & IG including support from Jason Biggs’ handles.


  • The partnership significantly outscored relevant benchmarks across key metrics: Purchase Intent  & Brand Opinion
  • The show maintained 93% audience retention for commercial breaks that aired Pepsi/Cherries Wild custom content

Source: Phoenix, Nielsen