The Weeknd in Pepsi’s “Get Ready” ad.
Pepsi
Pepsi’s halftime show could star The Weeknd, but the company hopes the new campaign will create buzz for the show throughout the month.
Beverage brand PepsiCo is replacing its traditional Super Bowl ad space with a new campaign leading up to its halftime show with the musician.
Pepsi, which will sponsor the Super Bowl halftime show for the tenth year, said this is the first time the company has showcased its halftime show talent in a commercial about the show. The campaign kicks off this weekend with a commercial during the NFL playoff games.
“Brands always fall over themselves to get a 30 [second spot] and do something fun on social media and try to connect and cut through, “Pepsi VP of Marketing Todd Kaplan told CNBC in an interview.” We’re really going to take the experience from 12 minutes to six weeks. “
For businesses, the game represents a rare opportunity to immediately grab the country’s attention, a game that has become even rarer after a year of numerous live events being canceled, delayed or otherwise impacted by the coronavirus pandemic.
Companies such as M & M’s, Pringles, Toyota and TurboTax have already said they advertise during the game. But this year’s event will be like any other for brands, who will need to get the right tone in their marketing as the pandemic rages and political tensions may ease after the presidential transition.
Kaplan said the company is heading on an optimistic course with its own ad. The site hosts people stocking up on groceries, blow drying their hair, cleaning their pool and doing other solo activities while dancing or going crazy with The Weeknd’s “Blinding Lights”, which will be released in 2019. was released and Billboard’s “No. 1” was. Hot 100 Song of the Year in 2020.
“I think consumers are really looking for optimism and a little bit of escapism right now, you know, given what everyone else has been through,” Kaplan said. “I think no matter what the country is going through… people like music.
Pepsi’s campaign includes the TV spot, a digital push and the packaging of 500 million bottles and cans with a QR code leading to a website with branded content and augmented reality experiences. It will also have in-store promotions with in-store displays at retail locations including Kroger, Target, 7-Eleven, Dollar General.