Fox Builds Yet Another Series Around a Brand, Wild Cherry Pepsi, With Cherries Wild

The game show, which continues the network's Pepsi partnership, debuts in February

In Cherries Wild, contestants spin the reels on a three-story-tall slot machine in an effort to get all five “Wild Cherries”—and win the $250,000 jackpot. Fox
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After successfully launching shows around Shazam and Lego, Fox is teaming up with yet another brand for a new series: Wild Cherry Pepsi.

Fox and Pepsi have teamed to create Cherries Wild, a pop culture trivia game show in which contestants spin the reels on a three-story-tall slot machine in an effort to get all five Wild Cherries—and win the $250,000 jackpot.

Hosted by Jason Biggs, the show will debut Sunday, Feb. 14 at 7 p.m. The next day, it will be available to stream on Hulu, the Fox Now app and Fox’s free streaming service, Tubi.  

Fox

While this is the first Fox show inspired by a Pepsi product, the brand has a longstanding relationship with the network. Pepsi was a major sponsor of The X Factor, which debuted in 2011, and also partnered on a major Empire integration in 2015.

“This is a bold concept that best illustrates the limitless possibilities that can be accomplished when two great brands join forces to deliver audiences a wildly entertaining program and an equally dazzling product,” Rob Wade, president of alternative entertainment and specials at Fox Entertainment, said in a statement.

Pepsi worked with its agency OMD and The Content Collective—Omnicom Media Group’s entertainment and content marketing division—to structure the Cherries Wild partnership.

“Now more than ever, consumers are looking for content that entertains them in new ways and formats, as the media landscape continues to rapidly evolve. I couldn’t be more excited for Pepsi to collaborate with Fox Entertainment on a new, primetime game show that will deliver exciting and engaging content for fans at home,” Todd Kaplan, vp of marketing for Pepsi, said in a statement.

Fox has a strong track record partnering with brands to create shows. In 2017, the network debuted Beat Shazam, a game show based on the popular song-identification app. And last February, it built a second show around a popular brand, Lego, with Lego Masters.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.
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