Pepsi tapped into a TikTok trend with a new campaign featuring actor Lindsay Lohan promoting “pilk,” or “dirty milk” an uncommon combination of soda and milk that’s been baffling consumers on TikTok in recent months — though its roots go back decades.
Pepsi launched the Christmas-themed campaign on Thursday with the hashtag #PilkandCookies.
The ad features Lohan, who is working on a Hollywood comeback with her Netflix rom-com Falling for Christmas, in which the former child actor is making her first lead performance in nearly 10 years following legal trouble around multiple DUIs.
In a statement Thursday morning, Pepsi Chief Marketing Officer Todd Kaplan said the idea behind the ad campaign comes as a response to the “dirty soda” TikTok trend—a mix of milk and Pepsi repopularized last year by GenZ singer Olivia Rodrigo, who posted herself drinking the concoction.
The drink, however, is far from new—with Laverne on Laverne & Shirley drinking milk Coke as a comfort drink during the show’s run in the 1980s, and some restaurants and ice cream stands referring to the mix of Coke and vanilla ice cream as a “brown cow.”
Kaplan called the combination a longtime “secret hack among Pepsi fans,” saying the campaign is “a great way to unapologetically celebrate the holidays with a new and delicious way to enjoy Pepsi.”
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