IZZE FUSIONS Teams With Shawn Mendes For Festival & Launch Event in New York: Exclusive

PepsiCo’s new IZZE FUSIONS beverage is partnering with pop star Shawn Mendes for the drink’s official nationwide launch in April. The company will host a free daylong festival and summit with Mendes, dubbed Camp IZZE, on April 8 in New York. PepsiCo says the event will boast musical performances, interactive playlabs, refreshment zones, and presentations by actors Yara Shahidi (ABC TV’s Black-ish) and Gaten Matarazzo (Netflix’s Stranger Things) about how they “defied stereotypes and smashed labels to reach their success,” according to a press release.

Mendes tells Billboard that he’s specifically looking forward to “getting to spend one-on-one time with the kids out there (at Camp IZZE),” because “that honestly doesn’t happen much,” he says. “I don’t get very kind of controlled situations like this where I can make that happen.”

Tickets for the event are available on a limited first-come, first-served basis. Visit z100.com/IZZERSVP for details.

PepsiCo also says that Camp IZZE will serve as a fundraising kick-off to the T.J. Martell Foundation’s annual New York Family Day, and the company will auction off “amazing experiences” with Mendes to help benefit the Foundation, which supports cutting edge research for leukemia, cancer and AIDS. On top of all that, IZZE FUSIONS will give away tickets to Mendes’ U.S. concert tour (which starts July 6 in Portland, Oregon), as well as meet-and-greet opportunities with the star.

“With IZZE FUSIONS – it was important we captured the essence of the new generation of teens blazing their own paths and living in the ‘undefined,’” said Rosemarie Iannucci, Marketing Director, PepsiCo, in a statement. “Their passion is what inspired every step of the launch – from the beverage itself to the creative, mobile and digital-focused marketing campaign. And it’s a product parents can feel good about buying for their teens.”