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Pepsi US counting on the dark Star Wars force to build brand connect
MUMBAI: Pepsi in the US is counting on the dark force to help it build up a stronger brand connect with the consumer. In conjunction with the 19 May release of Star Wars: Episode III Revenge of the Sith, Pepsi-Cola North America has announced that it will run an online promotion and a new Diet Pepsi commercial. Both will center around everyone’s favourite Jedi Master — Yoda.
In addition, Pepsi will partner with 7-Eleven to offer Darth Dew Slurpee and four limited-edition 3-D cups at participating stores across the US. From 18 April Pepsi drinkers and Star Wars fans have three ways to play the Call Upon Yoda instant-win sweepstakes — online, by phone, or by text messaging — to see if they’ve won one of ten $100,000 grand prizes. Other prizes include Star Wars toys and games from Hasbro and Lego and free 2-liter bottles of Pepsi Lime. The sweepstakes will also bring fans closer to the film characters, Yoda, Darth Vader, C3PO and R2-D2 through web-based interactive games and phone and text messaging programmes.
Yoda will encourage fans to achieve success via the Jedi Training Games and the Intergalactic Translator at the sweepstakes Web site.
The film’s character Yoda also stars in a new Diet Pepsi commercial called Jedi Mind Trick. The spot is scheduled to begin airing in May and features the same award-winning special effects that ILM creates for Star Wars. Set in a diner, Yoda sits at the counter and uses the Force to try to get a Diet Pepsi to drink with his meal. A special appearance by the famous Wookiee, Chewbacca, ends
the spot with typical Pepsi humour. The commercial was created by BBDO New York.
As far as new beverage drinks are concerned Darth Dew Slurpee will be available at participating 7-Eleven stores across the US in May. Mountain Dew Pitch Black is the popular limited-edition soda that combines the great taste of Mountain Dew with a blast of black grape flavor. Darth Dew Slurpee is modeled after Mountain Dew Pitch Black and will be served in four different Episode III collectible 3-D cups with lids shaped like the head of Darth Vader.
MAM
Amazon Ads rolls out AI tools in India, marks 10-year milestone
New tools and platform aim to simplify full-funnel advertising for brands
MUMBAI: Amazon Ads has marked a decade in India by sharpening its focus on smarter, simpler advertising, unveiling a suite of AI-led tools and a streamlined campaign experience at its first flagship event, Connected Worlds.
Bringing together advertisers, agencies and partners, the event spotlighted how ad tech, content and commerce are increasingly converging to shape a seamless, full-funnel marketing journey.
At the heart of the announcements were two new AI tools designed to take the heavy lifting out of advertising. Creative Agent acts as a virtual creative partner, helping brands build campaign ideas, storyboards and ads using natural language prompts. From product research to polished video and display ads, the tool promises to cut down production time to hours, without additional costs.
Alongside it, Ads Agent offers an AI-powered assistant to manage complex advertising tasks, from planning to optimisation. Currently available within Amazon Marketing Cloud, it is expected to roll out to Campaign Manager later this year.
Amazon Ads also introduced a unified campaign manager, bringing together Amazon DSP and its advertising console into a single platform. The move aims to simplify campaign execution, offering a centralised view of performance metrics and cross-channel insights, all in one place.
Streaming, too, took centre stage. With platforms such as Amazon Prime Video and Amazon MX Player, the company is blending premium content with commerce-driven formats. New ad experiences including interactive ads, pause ads and shoppable formats are designed to turn passive viewing into active engagement, nudging users from discovery to purchase.
Creator-led storytelling is another key focus. A new creator programme connects brands with a network of over 500,000 creators, enabling campaigns that span social media, live commerce and influencer-led content, all with measurable outcomes.
The company also highlighted the growing role of Amazon Now in closing the loop between discovery and delivery. With quick commerce gaining pace, the platform allows brands to tap into high-intent moments, linking advertising directly to near-instant fulfilment. The service is set to expand beyond Bengaluru, Delhi-NCR and Mumbai to more cities through 2026.
Reflecting on the milestone, Amazon Ads India head and vice president Girish Prabhu, said the company’s focus has evolved alongside the market. As expectations from both brands and consumers grow, he noted, the aim is to help advertisers connect with the right audience at the right moment across the entire purchase journey.
A decade in, Amazon Ads appears to be betting big on intelligence and integration, where creativity meets data and every click has a clearer path to conversion.
