Inside Fox’s Plan to Make Pepsi Game Show ‘Cherries Wild’ Not Look Like a Pepsi Commercial

”I don’t think it’s going to alienate Coke drinkers,“ Fox alternative chief Rob Wade tells TheWrap

PepsiCo is not the typical producer of entertainment content, apart from the Super Bowl halftime show, decades’ worth of commercials and the 2018 big-screen basketball comedy “Uncle Drew.” But on Sunday, the soft-drink manufacturer will break into showbiz in a whole new way with the premiere of the Jason Biggs-hosted primetime trivia game show “Cherries Wild” on Fox.

Yes, that title is a very clear nod to Pepsi’s Wild Cherry flavor — but Fox promises that the 30-minute show is not going to turn out to be a 30-minute commercial for soda. And Rob Wade, Fox’s president of alternative entertainment and specials, insists that “Cherries Wild” originated as a show — not a Pepsi commercial.

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Jennifer Maas

TV Reporter • • Twitter: @jmaasaronson