Pepsi partners with The Notorious B.I.G to celebrate 50 years of hip-hop

The partnership celebrates Biggie’s career with a limited edition can. 

If you’re a hip-hop fan, then 11 August 1973 is a date for your diary. This marks the day when DJ Kool Herc took to the turntables and the genre was born. To celebrate the moment and one of music’s most influential rappers, Pepsi has partnered with The Notorious B.I.G Estate and launched an international campaign. 

Pepsi and The Notorious B.I.G Estate’s campaign honours Biggie’s legacy and the impact of hip-hop. DJ Kool Herc is credited with being the Father of Hip Hop, as he created a style that was the blueprint for the genre. Not only did he use two turntables, so that there were no breaks between songs, but he also developed rhyming raps.

The collaboration will celebrate The Notorious B.I.G in virtual and physical spaces. The rapper will be commemorated in street art across cities. Plus, Pepsi will launch limited edition cans.  

This isn’t the first time Pepsi has worked with The Notorious B.I.G. Estate. Pepsi previously unearthed an old rap that he created about the drink. He shared: “Nothing can beat the P-E-P-S-I, yes, I drink it constantly. Something ’bout the taste feels great, less filling / Tell ’em Biggie said drink it all, don’t test me / Nothing else beats a Pepsi / If it is, let’s see / I’m thirsty”.

Ms. Voletta Wallace, who is the founder of the Christopher Wallace Memorial Foundation, shared: “As we celebrate the 50th anniversary of hip hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans. While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.”

We’re excited. 

GO: Visit www.pepsi.com for more information.