Pepsi puts Super Bowl focus on glitzy halftime show

After spending several years surrounding its popular Super Bowl halftime show with ads for its flagship drink, Pepsi wants to spend more time running ads and promotions for the glitzy show before the Super Bowl arrives.

The popular beverage giant releases a nearly three-minute trailer on Thursday that celebrates five musical titans — Eminem, Kendrick Lamar, Mary J. Blige, Snoop Dogg and Dr. Dre — who are set to perform at the halftime show from Pepsi to Super Bowl LVI. Pepsi will draw attention to this trailer, which will be available online, with teaser ads appearing during television networks’ coverage of NFL playoff games over the next week. Just like last year, however, Pepsi won’t be running any Super Bowl commercials for its namesake product, though other parts of parent company PepsiCo, like Frito-Lay snacks, will appear during the event.

“We think something this big deserves its own trailer,” said Todd Kaplan, vice president of marketing at Pepsi, in an interview. The company has also released a mobile app that will give fans access to all sorts of content associated with the artists and their upcoming gig weeks before the Super Bowl kicks off.

The trailer is oversized and cinematic. Consumers who find it will see Eminem face off in a rap battle with his alter ego, Slim Shady; Snoop Dogg cruising in a vintage automobile; and Dr. Dre strolling by a giant piano on the beach. among other curiosities. The five artists are summoned to Los Angeles, where the quintet reunites and walks in front of SoFi Stadium, where the match is due to take place on Sunday, February 13. It will air on NBC and Telemundo and stream on Peacock.

In 2021, Pepsi’s decision to remove its best-known product from the list of Super Bowl ads was seen as emblematic of a wave of moves by big marketers to steer some of their popular brands off the playing field. game as the world grappled with the coronavirus. pandemic. Anheuser-Busch InBev sidelined Budweiser, while running ads for other drinks, and Coca-Cola dropped the game altogether.

This year, Pepsi just thinks the 12-minute halftime show has become the best Pepsi commercial there is, Kaplan notes. The company believes the show gives it more voice among all companies that associate their brands with the Big Game, the exec said, citing research that shows a hashtag associated with the mid-event show was used more last year as the main hashtag related to the Super Bowl. “After last year’s success, we are going to double down on our biggest asset,” he added.

The 2022 Super Bowl will be filled with ads from automakers like General Motors and Kia; Taco Bell; Sam’s Club; cryptocurrency makers, including and FTX; and veterans like Kellogg’s Pringles and Avocados from Mexico. Speaking at an NBC Sports presentation on Wednesday, Dan Lovinger, who oversees sports ad sales for the company, said movie studios were making a comeback on the ad roster after slipping back last year, while sports betting and streaming companies flocked. at the event.

But NBC may have even more inventory to sell. Lovinger said NBC was “virtually sold out” of commercial inventory, indicating the network still had a few slots to manage. NBC has sought between $5.8 million and $6.5 million for a 30-second spot in this year’s game, according to executives familiar with the talks. Last year’s Super Bowl LV, which aired on CBS, generated about $485 million, according to Kantar, with CBS looking for about $5.5 million for a half-minute ad. Last year’s game averaged 96.4 million viewers – the lowest viewership for the game since 2007

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