{"id":10737,"date":"2023-08-23T16:21:06","date_gmt":"2023-08-23T16:21:06","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/how-pepsi-turned-the-nfls-decision-to-allow-players-to-wear-no-0-into-a-marketing-opportunity\/"},"modified":"2023-08-23T16:21:07","modified_gmt":"2023-08-23T16:21:07","slug":"how-pepsi-turned-the-nfls-decision-to-allow-players-to-wear-no-0-into-a-marketing-opportunity","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=10737","title":{"rendered":"How Pepsi turned the NFL\u2019s decision to allow players to wear No. 0 into a marketing opportunity"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">This NFL season, fans will be seeing something new on the players\u2019 jerseys, and it\u2019s not sponsor patches (yet). It\u2019s the number zero.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The league\u2019s owners voted in March to allow players (outside of linemen) to wear No. 0, a move that seems to have sparked at least some excitement among athletes, with a dozen having picked the number as of June, according to CBS Sports. There\u2019s at least one brand that\u2019s enthusiastic about the change, too.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Earlier this month, longstanding NFL sponsor Pepsi announced that Pepsi Zero Sugar would be the \u201cOfficial Zero of the NFL\u201d for the 2023-2024 season. In addition to the new sponsorship, Pepsi Zero is capitalizing on the moment with a campaign that will extend into the Super Bowl, according to PepsiCo Sports Marketing Director Melissa Duhaime.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>The roster: <\/strong>PepsiCo tapped seven players from teams it currently sponsors to be part of the campaign, Duhaime said, including D\u2019Andre Swift of the Philadelphia Eagles, Braxton Berrios of the Miami Dolphins, Byron Young of the Los Angeles Rams, and Daiyan Henley of the Los Angeles Chargers.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">According to Duhaime, Pepsi Zero looked first to Swift, who is the leading face of a sweepstakes that will award 100 fans with No. 0 jerseys. He was the first player in the league to reveal that he\u2019ll be repping No. 0 on the field, she said, so the brand \u201cjumped on that\u201d opportunity.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Dunhaume said the brand worked with players to promote the sponsorship on social media. \u201cI think everybody was excited,\u201d she told Marketing Brew. \u201cThey\u2019ve engaged even in the stuff that we put out on social, they\u2019ve reposted, retweeted,\u201d even when not contractually obligated to.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>The results: <\/strong>There are none yet, according to Duhaime. The giveaway kicked off Aug. 9, and is running through Sept. 17. The brand has clocked \u201csome positive sentiment\u201d around the campaign so far, she said, and is looking to drive as much engagement as possible.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe bigger the number the better, obviously, but I think we\u2019re excited just about the positive sentiment and the comments that we\u2019re getting,\u201d she said. \u201cObviously, we\u2019d love to see a huge spike in sales for Pepsi Zero Sugar\u2014that&#8217;s always going to be the benefit\u2014but it\u2019s really just bringing Zero Sugar to the forefront and highlighting that, and using a huge platform and huge brand like the NFL to help us do that.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Later on in the season, Pepsi Zero will roll out its \u201cZero Games Ticket Giveaway,\u201d working with its 14 partner teams to identify diehard fans who have never attended an NFL game and give them a VIP experience, Duhaime said. The Pepsi Zero Sugar NFL Rookie of the Week and Rookie of the Year program is also coming back this year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Elephant in the room: <\/strong>There\u2019s no talking about Pepsi and the Super Bowl without mentioning the halftime show. Pepsi has been an NFL sponsor for more than two decades, and it spent a decade as the league\u2019s halftime show sponsor before Apple Music bought the rights last year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">While the NFL remains \u201cone of our biggest and strongest partnerships,\u201d Duhaime said, \u201cit was a good time for our strategy as a whole to move on and to focus on some other music opportunities.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Pepsi Zero will have a \u201cheavy presence\u201d at the Super Bowl anyway, she said, though the specifics are still under wraps.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/23\/how-pepsi-turned-the-nfl-s-decision-to-allow-players-to-wear-no-0-into-a-marketing-opportunity?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This NFL season, fans will be seeing something new on the players\u2019 jerseys, and it\u2019s not sponsor patches (yet). It\u2019s the number zero. The league\u2019s owners voted in March to allow players (outside of linemen) to wear No. 0, a move that seems to have sparked at least some excitement among athletes, with a dozen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-10737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Pepsi turned the NFL\u2019s decision to allow players to wear No. 0 into a marketing opportunity | Brandiary<\/title>\n<meta name=\"description\" content=\"This NFL season, fans will be seeing something new on the players\u2019 jerseys, and it\u2019s not sponsor patches (yet). 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