“Get Ready” ad from The Weeknd in Pepsi.
Pepsi’s halftime show may feature The Weeknd, but the company hopes its new campaign will be buzzing throughout the month for the show.
The PepsiCo Beverages brand is replacing its traditional Super Bowl ad slot, with a new campaign to lead its halftime show featuring the Musician.
Pepsi, which will sponsor the Super Bowl halftime show for the tenth year, said this is the first time the company has showcased its residual show talent in a commercial about the show. The campaign will kick off with a commercial during NFL playoff games this weekend.
“Brands are always falling on themselves usually to get 30 [second spot] And do something fun on social and try and connect to connect, “Pepsi VP of Marketing Todd Kaplan told CNS in an interview,” We’re really going to take the experience in 12 minutes to six weeks. “
For companies, the game represents a rare opportunity to attract the nation’s attention at once, making it rare even after a year that saw countless live events canceled, delayed or otherwise affected by the coronovirus epidemic .
Companies including M & M’s, Pringles, Toyota and TurboTax have already stated that they are advertising during the game. But this year’s event will be unlike any other for brands, which will have to hit the right tone in their marketing as epidemics and political tensions potentially subside after the presidential transition.
Kaplan said the company is behaving optimistically with its own advertising. On this occasion, people were shown grooving to grocery cabinets, drying their hair, cleaning their pools and doing other solo activities or dancing with The Weeknd’s “Blinding Lights” or performing other solo activities , Which was released in 2019 and was Billboard’s “No. 1” Hot 100 Song in 2020 “.
“I think that although now consumers are really looking for optimism and a little bit of escapism, you know, seeing that everyone is through it,” Kaplan said. “I think that no matter what phase the nation is going through … people love music. It’s a little escapism, and enjoyment in everyday life, showing these everyday moments.”
Pepsi’s campaign will include TV spots, a digital push and packaging with QR codes on 500 million bottles and cans that lead to a website with branded content and augmented reality experiences. It will also feature retail promotions with store displays in store locations including Kröger, Target, 7-Eleven, Dollar General.