Britvic Brings Pepsi 'Crack the Cooler' Ice-Cold Excitement to Ireland

Pepsi is turning up the chill factor this May with its latest interactive brand experience, 'Crack the Cooler', popping up in Belfast (May 10th), Galway (May 17th), and Dublin (May 24th). The activation forms part of Pepsi’s 'Thirsty for More' campaign and is designed to build brand distinction and deepen consumer engagement through bold, immersive experiences.

At the heart of the campaign is a striking, ice-inspired installation - an attention - grabbing structure that literally locks away exclusive Pepsi merchandise. Consumers are invited to 'Crack the Cooler' by entering a unique code on a digital keypad. Only those lucky enough to guess correctly will unlock the cooler and walk away with must-have Pepsi swag.

Designed to tap into moments of curiosity, energy, and real-world interaction, the activation encourages fans to prove they’re Thirsty for More through active participation.

“We’re proud to bring this bold, interactive experience to life for Pepsi,” said Jonny Davis, EVP, Allied Global Marketing. “It’s been fantastic to work alongside the team at Britvic Ireland to create something that genuinely connects with consumers in a fun, memorable way.”

The experience is simple but powerful:

Spot the exclusive Pepsi merch inside the ice-cold cooler.

Enter your code on the digital keypad.

Crack the cooler — and if you’re successful, claim your prize.

With a disruptive, high-energy design, 'Crack the Cooler' is set to leave a lasting impression, inviting consumers to get closer to the brand through a burst of excitement, curiosity, and connection.

Check out more work from Pepsi here. 

Check out more from Allied Global Marketing Ireland here.