Promo for Frito-Lay Super Bowl commercial.
Frito-Lay
Frito-Lay said it is planning three Super Bowl ads next month, including one featuring NFL stars Peyton and Eli Manning, Troy Aikman and Deion Sanders.
The PepsiCo subsidiary said it will be highlighting in one place Doritos 3D Crunch, the ’90s snack that the company recently said will revive. The third spot will promote its Cheetos Crunch Pop Mix, which launched on Monday and mixes Cheetos with its Cheetos Popcorn.
The ad featuring the NFL players will be a portfolio spot just before the kickoff of the February 7 game at Raymond James Stadium in Tampa, Florida. It will be part of a broader Frito-Lay marketing campaign launching ahead of the game, but the company declined to provide details or timing. The other two will run during the game.
While the pandemic may make Super Bowl LV look different from its 54 previous championships, the company said it still expects the broadcast to be the most watched event of the year and a priority for the company’s marketing plan. Frito-Lay said snack consumption has seen a big gain during the Covid pandemic.
NFL Commissioner Roger Goodell said in mid-December that the organization had not yet made a decision on the capacity for the game, saying they would work with public and health officials to make decisions closer to the game. In November, the league planned to limit the competition’s capacity to 20%, CNBC reported.
Frito-Lay is joining brands like M & Ms, Pringles, Toyota and TurboTax, who have already said they will be promoting during the game. Frito-Lay sibling Pepsi is doubling down on its halftime performance sponsorship with a campaign starring The Weeknd, but it is not buying ad space for this year’s game. The ad time of 30 seconds cost about $ 5 million to $ 6 million this year.
But this year’s event on CBS will be one like any other for brands, who need to have the right tone in their posts amid Covid.