If Pepsico’s Road to Super Bowl can’t get you razzed up for the Big Game (and an overload of snack food), nothing will. The company has produced a two-minute pre-game teaser as the playoff season begins, a product placement extravaganza featuring Super Bowl faves – Former NFL quarterbacks turned broadcasters, Peyton Manning and Eli Manning; former Pittsburgh Steelers star running back, Jerome Bettis; Giants wide receiver, Victor Cruz; and Steelers quarterback and football legend, Terry Bradshaw. Four 30-second cutdowns and several shorter spots will be broadcast during the NFL playoffs and online. The ad was produced by PepsiCo’s in-house agency.
Pepsico has Pepsi has been the sponsor of the halftime show since 2012, and although it is unlikely that it won’t renew the current deal, it ends this year. If this were to be its swan song, the company will be going out with a bang. Frito-Lay is running two in-game spots featuring Flamin’ Hot products and Lay’s. Flamin’ Hot will include both the Doritos and Cheetos brands as well as others that embody the Flamin’ Hot spirit. Lay’s is returning to the Super Bowl after 17 years and had recently released Golden Grounds, a limited-edition run of chips made from potatoes grown in fields mixed with sacred soil pulled directly from NFL stadiums for the most passionate of football fans.
Frito-Lay is also hosting Calle de Crunch, an in-person experience at LA Live on the days leading up to Super Bowl LVI. Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar are headlining the Pepsi Super Bowl LVI Halftime Show and are releasing the Pepsi Super Bowl LVI Halftime Show mobile app on the Apple App Store and Google Play Store. The free app offers complementary experiences during the show itself.
“PepsiCo is synonymous with the gameday viewing experience, and no other company can bring together snacks and beverages for the complete NFL package,” said Greg Lyons, SVP and chief marketing officer, PepsiCo Beverages North America. “We know that 90 percent of households will be enjoying snacks and beverages together on Super Bowl Sunday, but this year, we’re starting the journey to L.A. a little early with some of our favorite brands.”
“We wanted to start the playoff season in a joyful, celebratory way, so we’re featuring legendary players and iconic brands all in one fun-filled campaign,” added Rachel Ferdinando, SVP and chief marketing officer, Frito-Lay North America. “From the start of the road trip to the pit stops along the way, the journey is fueled by the best in snacks and beverages – game-day favourites that only PepsiCo can deliver.”