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PEPSI MAX® CONTINUES ITS HIP HOP CELEBRATIONS BY UNVEILING THREE MURALS IN THE UK'S CAPITAL THAT PAY TRIBUTE TO THE NOTORIOUS B.I.G.
Pepsi MAX has enlisted the bold and energetic stylings of some of the UK's finest street artists, , and to bring the vibrance of Biggie's rhythms and rhymes to the streets of Brixton, Peckham and Shoreditch respectively through their own creative lens. Inspired by quotes from the rap legend's family and some of his notable lyrics, each mural delves into unique elements of Biggie's identity, including his Jamaican heritage, his love of fashion, and his laid back approach whilst edging towards the height of his success. Featured amongst the vivid colours and detailed brush strokes of the three unique murals, is the brand's campaign title which signifies Biggie's timeless return to the forefront of cultural conversation once more through creative tributes to his lasting impact.
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Born Christopher Wallace in Brooklyn, New York , the iconic rapper, better known by his stage name 'The Notorious B.I.G.', is widely considered one of the greatest rappers of all time and most influential of the 1990s rap era. Biggie's music still feels as fresh and current as it did back then, and his impact on music and broader culture continues today.
So, why has Pepsi MAX teamed up with The Notorious B.I.G. Estate? Well, an old freestyle was unearthed that highlighted Biggie was a 'B.I.G.' fan of Pepsi. The track, recorded in 1997, features the lyrics, " ." The track was remastered and released as part of Pepsi's tribute to Biggie when he was posthumously inducted into The Rock and Roll Hall of Fame. The Pepsi Freestyle not only highlighted Biggie's love of Pepsi, but also forged a trusted partnership between the wider brand including its no-sugar variation and his Estate, coming together in the 50th year of Hip Hop to honour his impact internationally.
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Pepsi MAX's partnership with Mr Cenz, Gent 48 and Joey Green forms a continuation of the Pepsi MAX ' brand philosophy, which uniquely celebrates the life of true challengers who break the mould and pursue passion & enjoyment to get the most out of life - an ethos that these artists epitomise through their dedication to their craft. Identifying trends within culture, Pepsi MAX is known for its groundbreaking campaigns and boundary-pushing creative and with this latest campaign, it is on a mission to bring fans closer than ever to their favourite artists,, and passion across music and entertainment, through unmissable experiences.
Biggie fans can find the murals at and . Each including a scannable QR code that will take users to all the latest Pepsi x
Biggie content. To learn more about The Notorious B.I.G. murals and Pepsi MAX's 'One More Time' campaign, head over to @PepsiMAXUK
Instagram and Facebook channels.
Join the conversation online by following
pepsicomediarelations@pepsico.com
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue 2022, driven by a complimentary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com , and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
The Christopher Wallace Memorial Foundation was founded in 1997 by Ms. Voletta Wallace , the mother of the late Christopher Wallace , a.k.a The NOTORIOUS B.I.G. The purpose of the foundation is to serve as a vehicle for giving back to the community. As a non-profit organisation, its primary focus is education, through scholarships, grants, mentorship programs, tutoring, books, computers and enrichment programming. Where academics are concerned, B.I.G. is an acronym for "Books Instead of Guns."
Mr Cenz is a London based graffiti artist who has been scribbling on surfaces since 1988. Working from portrait photographs he creates futuristic and mysterious compositions, which portray strong and spiritual women. Fusing together photorealism, illustration and graffiti, his distinctive style layers intricate and flowing letterforms, shapes and line work in a uniquely rhythmic way. His work has been described as "surrealist graffiti art for the soul".
Gent 48, aka Josh Billingham , ranks among the most talented and prolific graffiti writers in
Birmingham . Best known for his character-driven murals, he has exported his creative talents as far afield as
Australia and has picked up numerous awards along the way. Influenced by his older brother from a young age, his creative talents shone through in his early years before he began to settle into his unique style around the age of fourteen. Since then, he has honed his craft and evolved his approach up to today, where his unmistakable artwork can be witnessed across
Birmingham and beyond.
Joey 'Jeba' Green is a multi disciplinary illustrator originally from London and currently based in Spain . He has been active in the graffiti and street art culture for 22 years, with his style being described as "quintessentially Hip Hop". Joey draws influence from comic books, animation and 90's graphic design, whilst also expressing the impact music has had on his approach to his work. Joey is viewed as one of the more current artists who encompass the original flavour of graffiti but with an updated formula. His characters contain life, communicating attitude and rhythm, with references of pop culture that connects and relates to different generations.
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