The Weeknd in Pepsi’s “Get Prepared” advert.
Pepsi’s halftime present could star The Weeknd, however the firm hopes its new marketing campaign will create buzz for the present your complete month.
The PepsiCo beverage model is changing its conventional Tremendous Bowl advert slot with a brand new marketing campaign to lead-in to its halftime present that includes the musician.
Pepsi, which will probably be sponsoring the Tremendous Bowl’s halftime present for the tenth 12 months, mentioned this marks the primary time the corporate has featured its halftime present expertise in a business in regards to the present. The marketing campaign will kick off with a business throughout the NFL playoff video games this weekend.
“Manufacturers are all the time usually falling over themselves to get a 30 [second spot] and do one thing enjoyable on social and attempt to join and lower by means of,” Pepsi VP of Advertising and marketing Todd Kaplan advised CNBC in an interview. “We’re actually going to take the expertise from 12 minutes into six weeks.”
For firms, the sport represents a uncommon alternative to seize the nation’s consideration directly, one made even rarer in after a 12 months that noticed numerous dwell occasions cancelled, delayed or in any other case impacted by the coronavirus pandemic.
Corporations together with M&M‘s, Pringles, Toyota and TurboTax have already mentioned they’re promoting throughout the sport. However this 12 months’s occasion will probably be one in contrast to another for manufacturers, which must hit the suitable tone of their advertising because the pandemic rages on and political tensions probably tone down following the presidential transition.
Kaplan mentioned the corporate is taking an optimistic tack with its personal advert. The spot options folks restocking grocery cabinets, blow drying their hair, cleansing their pool and doing different solo actions whereas dancing alongside to or all-out belting out The Weeknd’s “Blinding Lights,” which was launched in 2019 and was Billboard’s “No. 1 Scorching 100 Music of the Yr” in 2020.
“I do assume although customers now are actually on the lookout for optimism and sort of a little bit of escapism, you recognize, given what everybody’s been by means of it,” Kaplan mentioned. “I feel it doesn’t matter what the nation goes by means of … folks like music. It is just a little escapism, and simply enjoyment in on a regular basis life, displaying these on a regular basis moments.”
Pepsi’s marketing campaign will embrace the TV spot, a digital push, and packaging on 500 million bottles and cans with a QR code that results in a web site with branded content material and augmented actuality experiences. It should even have retail promotions with retailer shows in areas of shops together with Kroger, Target, 7-Eleven, Dollar General.