The Weeknd in Pepsi’s “Get Ready” ad.
Pepsi
Pepsi’s half-hour show may star in The Weeknd, but the company hopes its new campaign will create buzz for the show throughout the month.
Beverage brand PepsiCo is replacing its traditional Super Bowl advertising space with a new campaign to start its show halfway through with the musician.
Pepsi, who will sponsor the Super Bowl break show for the tenth year, said this is the first time the company has showcased its show talent in the middle in an ad about the show. The campaign will begin with an announcement during this weekend’s NFL playoff games.
“Brands always fall on themselves to get a 30 [second spot] and do something fun on social media and try to connect, “Todd Kaplan, Pepsi’s vice president of marketing at CNBC, said in an interview.” We will really take advantage of the experience from 12 minutes to six weeks. “
For businesses, the game represents a rare opportunity to capture the country’s attention at once, one that became even rarer after a year that saw countless live events canceled, delayed or affected by the pandemic. of the coronavirus.
Companies like M&M, Pringles, Toyota and TurboTax have already said they advertise during the game. But this year’s event will be unlike any other for brands, which will have to set the right tone for their marketing as the pandemic sinks and political tensions subside after the presidential transition.
Kaplan said the company is taking an optimistic spot with its own ad. The space features people resting grocery shelves, drying their hair, cleaning the pool and doing other solo activities while dancing or doing outside of The Weeknd’s “Blinding Lights,” which was released in 2019 and was Billboard’s No. 1 pick. 100 songs of the “hot” year in 2020.
“I think even though consumers are now really looking for optimism and a bit of escapism, you know, considering what everyone’s been through,” Kaplan said. “I think it doesn’t matter what the nation is going through … people like music. It’s a bit of escapism and just enjoying the day to day, showing those everyday moments.”
Pepsi’s campaign will include the TV spot, a digital boost and packaging in 500 million bottles and cans with a QR code that will lead to a website with branded content and augmented reality experiences. It will also feature retail promotions with in-store displays at store locations such as Kroger, Target, 7-Eleven, General Dollar.