The weekend in the “Get ready” ad from Pepsi.
Source: Pepsi
Pepsi’s break-in show could star in The Weeknd, but the company hopes its new campaign will create buzz for the show throughout the month.
The PepsiCo brand of drinks replaces its traditional Super Bowl advertising space with a new campaign to lead its show to the break with the musician.
Pepsi, which will sponsor the Super Bowl break show for the tenth year, said it marks the first time the company has showcased its break-even talent in a show commercial. The campaign will begin with an advertisement during the games in the NFL playoffs this weekend.
“Usually, brands come together to get a 30 [second spot] and do something fun on social and try to connect and solve, “Pepsi marketing VP Todd Kaplan said in an interview with CNBC.” We will really take the experience from 12 minutes to six weeks. “
For companies, the game is a rare opportunity to suddenly attract the country’s attention, one that has become even rarer after a year that has seen countless live events canceled, delayed or otherwise affected by the coronavirus pandemic.
Companies, including M&M, Pringles, Toyota and TurboTax, have already said they advertise during the game. But this year’s event will be different from any other for brands, which will have to set the right tone in their marketing, as the pandemic erupts and political tensions may ease after the presidential transition.
Kaplan said the company is taking an optimistic approach with its own advertising. The spot features people refilling their food racks, drying their hair, cleaning their pool and doing other solo activities while dancing or surrounding Weeknd’s “Blinding Lights”, which was released in 2019 and was “No. 1 ”of the Billboard Hot 100 Song of the Year” in 2020.
“I think even though consumers are now really looking for optimism and some kind of escape, you know, given what everyone went through,” Kaplan said. “I think no matter what the nation is going through … people like music. It’s a bit of an escapism and just a pleasure in everyday life, showing these everyday moments.”
The Pepsi campaign will include the TV spot, a digital push and the packaging of 500 million bottles and boxes with a QR code that leads to a website with branded content and augmented reality experiences. It will also have retail promotions with store displays in store locations, including Kroger, Target, 7-Eleven, Dollar General.