Papa Johns and Mountain Dew Introduce Cini Dirty Soda, Capitalizing on Dirty Soda Trend

Papa Johns and Mountain Dew have collaborated to launch a unique beverage called the Cini Dirty Soda, timed to coincide with the Season 2 premiere of Hulu’s "The Secret Lives of Mormon Wives." This innovative drink combines the citrusy taste of Mountain Dew with the zesty kick of Papa Johns’ signature pepperoncini peppers, resulting in a fizzy and tangy flavor profile, according to a press release from the pizza chain.

The Cini Dirty Soda aims to capitalize on the growing popularity of "dirty soda," a customizable beverage trend that has gained significant traction in recent years. Dirty soda typically involves mixing carbonated soda with a splash of coffee creamer, and often includes fruits and flavored syrups to create a personalized and flavorful drink.

To celebrate the launch of the Cini Dirty Soda, Papa Johns is offering Papa Rewards members the chance to win a limited-edition Cini Dirty Soda kit. Starting May 14, members can enter the contest at papajohnscinisoda.com, with no purchase necessary. The kit includes a stylish insulated bag and all the necessary ingredients to recreate the unique beverage at home.

For those who are unable to obtain a kit, Papa Johns has announced that it will share the recipe for the Cini Dirty Soda on its Instagram page, allowing fans to easily create the drink themselves. This strategy demonstrates Papa Johns’ commitment to engaging with its customers and leveraging social media to promote its new product.

The origins of the dirty soda trend are somewhat unclear, but it gained significant momentum in 2010 with the opening of Swig, a soda shop in St. George, Utah, that is widely recognized as the "home of dirty soda." Swig’s popularity surged in the predominantly Mormon area, as the Church of Jesus Christ of Latter-day Saints prohibits the consumption of hot caffeinated beverages such as tea and coffee. Dirty soda offered a flavorful and customizable alternative to these prohibited drinks, catering to the specific preferences of the local community.

The dirty soda trend experienced a nationwide surge in popularity in December 2021 when singer Olivia Rodrigo posted a picture of herself holding a Swig cup on Instagram. This celebrity endorsement significantly amplified the visibility of dirty soda, attracting the attention of a wider audience and contributing to its widespread adoption. Following Rodrigo’s post, the hashtag #dirtysoda generated over 700,000 mentions on TikTok by April 2022, according to a report by Eater. This demonstrates the power of social media in shaping consumer trends and driving the popularity of food and beverage products.

Papa Johns’ decision to collaborate with Mountain Dew on the Cini Dirty Soda reflects a strategic effort to tap into this growing trend and appeal to a younger, more adventurous demographic. By combining the familiar flavors of Mountain Dew with the unexpected twist of pepperoncini peppers, Papa Johns aims to create a unique and memorable beverage experience that will resonate with consumers.

The partnership between Papa Johns and Mountain Dew is a natural fit, as both brands have a strong presence in the food and beverage industry and are known for their innovative marketing campaigns. This collaboration allows both companies to leverage their respective strengths and reach a broader audience.

The launch of the Cini Dirty Soda also highlights the growing importance of customization in the food and beverage industry. Consumers are increasingly seeking personalized experiences and are drawn to products that allow them to express their individuality. Dirty soda, with its endless combinations of flavors and ingredients, perfectly embodies this trend.

By offering a limited-edition Cini Dirty Soda kit and sharing the recipe on Instagram, Papa Johns is empowering its customers to experiment with flavors and create their own personalized versions of the beverage. This strategy fosters a sense of community and encourages engagement with the brand.

The Cini Dirty Soda represents a bold and innovative move by Papa Johns, demonstrating its willingness to experiment with new flavors and embrace emerging trends. It remains to be seen whether the beverage will be a long-term success, but it has undoubtedly generated buzz and excitement among consumers. The partnership with Mountain Dew and the strategic use of social media are likely to contribute to the popularity of the Cini Dirty Soda and further solidify Papa Johns’ position as a leader in the pizza industry.

The Cini Dirty Soda is not just a beverage; it is a reflection of cultural trends and consumer preferences. It represents the desire for customization, the power of social media, and the willingness of brands to experiment and innovate. As the dirty soda trend continues to evolve, it will be interesting to see how Papa Johns and other companies continue to adapt and create new and exciting beverages that appeal to consumers. The launch of the Cini Dirty Soda is a testament to the ever-changing landscape of the food and beverage industry and the importance of staying ahead of the curve.