After ending its run as presenting sponsor of the Tremendous Bowl Halftime present final 12 months, Pepsi is again to promoting through the Large Sport—and there gained’t be any sugar concerned.
The advert will probably be a continuation of a marketing campaign that kicks off through the NFL playoffs starting Jan. 14 to advertise its up to date Pepsi Zero Sugar drink. All through the postseason, Pepsi will air new commercials in each English and Spanish.
“At Pepsi, we put our shoppers on the forefront of every thing we do,” Todd Kaplan, chief advertising officer at Pepsi, mentioned in a press release. “Our R&D crew leveraged the very best new beverage know-how to improve our Pepsi Zero Sugar product to offer followers the very best tasting cola within the zero-sugar class.”
In line with the model, a brand new sweetener system was key to upgrading its Pepsi Zero Sugar recipe.
The Tremendous Bowl advert will mark Pepsi’s return to in-game promoting for the primary time in three years. Again in 2020, the beverage big aired a 30-second spot additionally selling Pepsi Zero Sugar with singer H.E.R. and emcee Missy Elliott performing a canopy of The Rolling Stones’ “Paint It Black,” throwing shade at Coca-Cola.
To additional promote the beverage, Pepsi is freely giving as much as 10 million bottles of Pepsi Zero Sugar through the playoffs and the Tremendous Bowl.
Pepsi’s new technique comes after a decade-long run as presenting sponsor of the Tremendous Bowl Halftime Present that ended after final 12 months’s Large Sport. Regardless of the curtain coming down on that musical association, Pepsi and the NFL will proceed to work collectively, just lately agreeing to a 10-year deal that extends their practically four-decade-long partnership.
The concentrate on Pepsi Zero Sugar is sensible because the beverage big seems to be to reallocate its spending to a extra conventional Tremendous Bowl advert.
It has usually trailed high competitor Coca-Cola within the zero sugar drink market. Coca-Cola Zero Sugar (previously named Coca-Cola Zero till 2017) had a 7.9% share of the U.S. carbonated cola market in 2020, a rise from 6% in 2015, in line with market analysis agency Euromonitor Worldwide. Pepsi Zero Sugar (previously often called Pepsi Max till 2016) moved from 0.3% to 0.4% throughout the identical time interval.
Fox, which can carry Tremendous Bowl 57 on Feb. 12, has bought out 95% of its in-game advert stock, with 30-second spots going for greater than $7 million.
For Tremendous Bowl 56, 30-second Tremendous Bowl advert slots went for as a lot as $7 million throughout NBC’s broadcast in February.
