The Weeknd in the Pepsi “Get Ready” ad.
Pepsi
In Pepsi’s breakout season, The Weeknd may be starring, but the company hopes its new campaign will create excitement for the show throughout the month.
The liquor brand PepsiCo replaces its traditional Super Bowl advertising slot with a new campaign to lead the half-time program with the musician.
Pepsi, which will sponsor the Super Bowl’s halftime show for the tenth year, said it’s the first time the company has shown its halftime show in an ad for the show. The campaign kicks off this weekend with an ad during the NFL playoffs.
‘Brands usually fall over themselves to get a 30 [second spot] and do something fun on social and try to switch through, “Pepsi VP of Marketing Todd Kaplan said in an interview with CNBC.” We’re really going to take the experience from 12 minutes to six weeks. “
For companies, the game is a rare opportunity to grab the country’s attention immediately, one that has been made even rarer after a year, in which numerous live events have been canceled, delayed or otherwise affected by the coronavirus pandemic.
Companies, including M & Ms, Pringles, Toyota and TurboTax, have already said they advertise during the game. But this year’s event will not be like any other brand, which will have to set the right tone in their marketing as the pandemic rages and political tensions could possibly subside after the presidential transition.
Kaplan said the company is acting optimistically with its own ad. The venue features people perfecting grocery shelves, blow drying their hair, cleaning their pool and doing other solo activities while dancing together or The Weeknd’s Blind Lights, released in 2019 and Billboard’s no. Hot 100 Song of the Year “in 2020.
“I do think, although consumers are now really looking for optimism and a little escape, you know, given what everyone went through through it,” Kaplan said. “I think it does not matter what the nation is going through … people love music. It’s a little escape, and just enjoyment in everyday life, that these everyday moments show.”
Pepsi’s campaign includes the TV spot, a digital print and packaging of 500 million bottles and cans with a QR code that leads to a website with branded content and augmented reality experiences. It will also have retail promotions with in-store exhibits including Kroger, Target, 7-Eleven, Dollar General.