CULTURE
Diet Pepsi Summer: The Result of a Crafted Rebrand
By: Arieza Maglalang Edited By: Rezi Ubogu
Rome wasn’t built in a day – and neither was Addison Rae’s rebrand. The trend forecast for the summer of 2025 is pointing to Diet Pepsi, inspired by the unexpected viral hit from the TikTok sensation. Who would have guessed that the internet’s favorite punching bag is now gracing Pinterest boards everywhere? So, how did Addison Rae go from TikTok meme material to a modern-day it girl? Her journey from viral trends to mainstream fame is a masterclass in rebranding.
For an influencer, personal identity is everything. Without it, success is limited, or worse, they risk getting lost in fleeting microtrends. If an influencer’s persona isn’t marketable, they’re not going to thrive on the internet. The cult followings of figures like Bretman Rock and Quen Blackwell offer insight into this success – audiences flock to them because their unapologetic personalities shine through their content. Addison Rae didn’t start that way, but she’s certainly evolved.
Her early ventures into entertainment weren’t exactly promising. Critics weren’t impressed with her film debut in the 2021 remake She’s All That, and her makeup line, Item Beauty, was quickly discontinued. Add in some lackluster cameos with the Kardashians, and it’s clear that these efforts weren’t what put her on the map. Even her appearance at the Met Gala failed to make a significant impact on her image. But then, in an unexpected twist, Diet Pepsi became the anthem of the summer. The same TikTok app that once made Addison the butt of jokes is now the platform fueling this trend. So, what exactly is a Diet Pepsi summer, and how did Addison Rae manage to turn the tide in her favor?
It all began with Diet Pepsi, a 2024 single that marked the start of Addison’s rebrand. The song’s lyrics, exploring the playful nature of young love, are reminiscent of early 2010s hits like Katy Perry’s “Teenage Dream.” Diet Pepsi – often considered the secondary option to its main competitor, Diet Coke – parallels the perception of Addison herself: often overlooked, yet undeniably impactful.
TikTok users are embracing this trend not just because the song is catchy, but because of Addison Rae’s transformation. A key factor in her reinvention has been her newfound personal style, shaped by the guidance of Dara Allen, the Fashion Editor at Interview Magazine. Allen, also the creative director behind Rae’s red carpet looks and music video aesthetics, has been instrumental in refining her image as she steps into her “it girl” role. Word on the street? Addison might even be a contender for the Britney Spears biopic.
As the saying goes, you are who you hang out with. Addison Rae has recently been seen with the Brat x Sweat Tour summer faces – Troye Sivan and Charli XCX – leaders of the current indie sleaze revival. Taking cues from these style icons has worked wonders, giving Addison the edge she needed to stand out. With a new look, a new circle, and a fresh vibe, Addison Rae is no longer just another TikTok star; she’s well on her way to becoming a pop sensation. Talk about a rebrand. The only question left is: will you be tuning in for a Diet Pepsi summer?