You Want Some Buffalo Sauce in That Pepsi, Josh Allen?

You don’t need high production values, a witty script, blockbuster visuals or beaucoup bucks to entice millions of viewers to watch and share your brand posts on social.

What’s the secret sauce? It’s buffalo! The participation of a star NFL quarterback who likes his cola spicy helps, too.

Josh Allen of the Buffalo Bills is the QB in question. And a short clip of the Pro-Bowler flavoring a Pepsi with the zesty condiment went viral:

Just saw this video and we gotta ask… @JoshAllenQB, you good?! ?

You’ve taken this Pepsi deal way too far… pic.twitter.com/N8uxnM38wa

— Buffalo Bills (@BuffaloBills) September 26, 2023

Does Taylor Swift know about this? Bet she’d be impressed. Or queasy, at the very least.

Yes, the yuck factor is strong in this one. It’s a nothing video, in theory, that blew up into a big deal no time.

The lesson for marketers? Keeping it simple and letting your endorsers be their goofy selves—within bounds—can pay off big.

One X commenter put it so succinctly: “LOL. It’s an entertaining thing.”

For brands, that’s tasty.