Pepsi Stays 'Silent' About Campaign With TikTok Star Khaby Lame

PURCHASE, NY — Pepsi is keeping the Oscar night ad campaign for its newest product very hush-hush.

A new ad campaign for the launch of Nitro Pepsi was created by artist David LaChapelle and features celebrity Tik Tok influencer Khaby Lame, known for not speaking. The Purchase-based soft drink giant said that's sort of the point, declaring its latest innovation is so smooth that it doesn’t need a spokesperson to tell people how good it is. Instead, their celebrity "spokesperson" will show off the nitrogen-charged product with just a look.

"Nitro Pepsi is such an incredible cola experience, words can’t even describe how smooth it is," Pepsi marketing chief Todd Kaplan said. "Since Khaby Lame is known for pointing out the obvious with the use of his signature hand gestures, we felt he was the perfect person to show the world Nitro Pepsi is a simple solution for those who prefer less carbonation than that of a traditional cola. In this campaign, Khaby shows off how to pour and enjoy Nitro Pepsi - which is as smooth as Khaby is - without saying a word."

Nitro Pepsi is the first-ever nitrogen-infused cola. Its creators describe the product as "softer than a soft drink." The creamier, smoother addition has a "mesmerizing cascade of tiny bubbles topped off by a frothy foam head," according to its developers.

The new soda category is made possible by a "widget" placed at the bottom of every can. PepsiCo says this is the first time this type of technology, often seen in canned beer and coffee, is being used in a soft drink.

SEE ALSO: Purchase-Based Pepsi Drops A Nitrogen Bomb On The Cola Wars

The nitrogen-infused beverage reportedly does not look or taste like a traditional cola. The brand-new style of soda is apparently intended to be consumed differently as well. The campaign will feature Khaby reacting wordlessly, with his signature facial expressions and hand gestures, to the brand new type of soda, eventually sporting a creamy, foamy Nitro Pepsi mustache that the company hopes will become commonplace.

The campaign can be seen on billboards and in print spreads across Los Angeles, New York, and Vegas, including Variety, Hollywood Reporter, The New York Times and the New Yorker.

Pepsi will debut the national television commercial launching its newest product during the Oscars Pre-Show.

"I’m honored to partner with Pepsi on their new Nitro Pepsi ‘A Smoother Way to Soda’ campaign and work with the iconic David LaChapelle," Lame said. "So much of my content is about showing, not telling, and that’s exactly what I did with Nitro Pepsi. It’s such a smooth, delicious new cola it doesn’t need explanation and its unique features simply speak for themselves. I can’t wait for fans to see how we collaborated on this campaign."

Starting March 28, Nitro Pepsi will be available nationwide in Draft Cola and Vanilla Draft Cola flavors. The newly designed cans will be sold in both single-serve and 4-packs.