The Big Game kicks off in February, and PepsiCo is bringing the snacks.
Today, PepsiCo confirmed to ADWEEK that three manufacturers, Pepsi Zero Sugar, Poppi, and Lay’s, will seem in advertisements in Super Bowl 60 on February 8. ADWEEK discovered every model could have its personal in-game artistic; nonetheless, PepsiCo wouldn’t share additional particulars.
All three manufacturers had a presence in previous Super Bowls.
For the earlier Big Game, Poppi labored with artistic company Virtue Worldwide and media-buying company Tinuiti, whereas bringing in creators Alix Earle, Jake Shane, and Rob Rausch as expertise. Super Bowl 60 marks the model’s third time within the Big Game.
Meanwhile, this will probably be Pepsi Zero Sugar’s third Super Bowl advert within the final 5 years, together with 2020’s “Zero Sugar. Done Right” and 2023’s “Great Acting or Great Taste?”
Regarding its NFL presence, Pepsi Zero Sugar was showcased in a three-minute hybrid advert in 2024, which debuted for NFL kickoff. The advert touted a number of Pepsi merchandise, a number of NFL gamers, the host of the 2024 MTV VMAs Megan Thee Stallion, and Paramount Pictures’ Gladiator sequel.
For Super Bowl 59, Lay’s appeared in its one-minute “Little Farmer” advert that got here from Highdive and Academy Award-winning director Taika Waititi. That marketing campaign advised the story of one of many firm’s greater than 100 farms within the U.S. and Canada.
These will probably be PepsiCo’s first Super Bowl campaigns beneath Mark Kirkham, who grew to become chief advertising and marketing officer of PepsiCo Beverages North America earlier this yr, succeeding Greg Lyons. Kirkham took the position amid a broader push into zero sugar and model reinvention.
Correction: A earlier model stated Pepsi’s gladiator advert was featured within the Super Bowl. It premiered for NFL kickoff.