Pepsi is again hooking up with Fox to put its brand inside a show. “Cherries Wild,” a pop culture trivia game show with a Pepsi Wild Cherry tie-in, will start a six-episode run on the network Feb. 14. The move is the latest attempt by the soda brand to gain awareness outside of traditional ad breaks in the era of on-demand viewing and ad-skipping.
The show, which is hosted by actor Jason Biggs, includes two rounds of trivia culminating in contestants spinning giant slot machines. If the machines return five wild cherries, the prize is $250,000.
The deal was brokered by Omnicom Media Group, which deployed its entertainment and content division, called The Content Collective. The executive producer and creator of the show is Wes Kauble.