Pepsi writes a love letter to Quebec with the new campaign, “ Here, when we love, we love “The campaign highlights the unique passion of Quebecers for what they love, and Pepsi will celebrate the people and passion of today’s Quebec throughout the summer through partnerships, immersive events, social media content and draws.

“Celebrating the 90e “To celebrate Pepsi’s anniversary in Quebec, we wanted to send the love directly to the people who have been the reason for our brand. It is their passion and enthusiasm that has propelled Pepsi to where it is today,” commented PepsiCo Canada Senior Director, Reid Black. “Looking ahead, we are committed to continuing to celebrate the people and culture of Quebec.”

Here, when we love, we love
Our new advertising anthem uses the simple yet infectious gesture of giving a kiss to symbolize the passion of the people of Quebec. Produced by a Quebec production team, the ad features a local cast of over 30 Quebecers with a striking soundtrack: It’s good for morale from the Creole Company. Some classics of Quebec popular culture such as La Guerre des tuques and Chambres en ville and the star wrestler of the WWE, Kevin Owensalso make a brief appearance. The population of Quebec will see this catchy advertising campaign on television, in social and digital media and in public places all summer long. To see the new ad, click here.

Send Pepsi a kiss via text message
Pepsi wants to celebrate its 90the birthday with its loyal Quebec fans. The beak is one of the ways to express one’s passion in Quebec, so for its birthday, Pepsi will reward its fans for their passion.

  • On July 6, International Kissing Day, Pepsi wants to celebrate the passion of its fans throughout Quebec.
  • Pepsi will reward everyone who submits a photo of themselves giving a kiss to a loved one or thing with a free case of 12 cans (12 x 355 mL) of Pepsi Zero Sugar.
  • To participate, fans across Quebec can send their photo by text message to 1 438 609-AIME.
  • For more details, follow the 90th celebrations campaigne birthday on Pepsi’s Instagram and TikTok pages in Quebec using the tag @icicestpepsi.

Pepsi highlights its partnerships in Quebec
One of the main elements of the campaign Here, when we love, we love is a series of collaborations with real Quebecers from all walks of life. Pepsi will begin its activities at Quebec Summer Festivalone of the biggest music festivals where Quebec passion comes to life.

  • Pepsi will unveil a custom vending machine with custom-designed merchandise and cans of Pepsi Zero Sugar. The space will also feature a 10-foot-high live mural to provide an immersive experience for festival-goers.
  • To bring this activity to life, Pepsi teamed up with Montreal artist, muralist and illustrator Camille Charbonneau (IG: @lacharbonne).
  • From July 9-12, Camille will use her illustrative style to bring to life a 10-foot-tall mural celebrating passion and love in its purest form. Attendees will be able to swipe the Instagram-worthy mural to unlock a custom Snapchat filter designed by Camille Charbonneau to immortalize their moments of passion at the festival.
  • There will be two new collectibles and four commemorative Pepsi Zero Sugar cans designed by the artist, which will be available exclusively in the custom vending machine. Festival-goers will be able to unlock branded merchandise by blowing a kiss to the vending machine.

Throughout the summer, Pepsi will reveal further developments in the campaign, which are inspired by what consumers in the province are passionate about.

Deep roots in Quebec
Ninety years ago, on June 12, 1934, Pepsi opened Canada’s first bottling plant in Montreal. Pepsi’s dedicated bottlers represent the essence of the Pepsi brand: passion, pleasure and fun.

By the end of 1935 there were 20 franchises in Canadaincluding 13 in Quebec. All franchises are family-owned.

Currently, the largest of these is Alex Coulombe Ltd., which has been part of the Pepsi family since 1935. Alex Coulombe Ltd. is also a proud sponsor of the Festival d’été de Québec, where the customized Pepsi vending machine will be the commercial showcase for our merchandise and commemorative cans.

PepsiCo Canada Beverages and its four Quebec bottlers have more than 1,340 employees in 16 manufacturing and distribution plants.

About PepsiCo
PepsiCo products are enjoyed more than a billion times a day in over 200 countries and territories worldwide. PepsiCo generated net revenues of more than $91 billion in 2023 from its complementary lines of convenient foods and beverages, including Lay’s, Doritos, Cheetos, Gatorade, Pepsi, Mountain Dew, Quaker and SodaStream. PepsiCo’s product portfolio includes a broad range of foods and beverages people love, including many iconic brands that generate more than $1 billion each, based on estimated annual retail sales.

PepsiCo is on a mission to be the global leader in convenient foods and beverages through its winning approach, Pep+ (PepsiCo Positive). pep+ is an end-to-end strategic transformation that places sustainability and people at the center of how the company grows and creates value by operating within planetary boundaries and inspiring positive change for the planet and people. For more information, visit and follow us on Twitter X (Twitter)Instagram, Facebook and LinkedIn, @PepsiCo.

SOURCE PepsiCo Canada

For media inquiries, please contact: Juliette Ferland / Kristi Lockwood, Phone: 438 390-3408 / 647 464-8662, [email protected] / [email protected]



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