{"id":21948,"date":"2025-02-06T06:14:56","date_gmt":"2025-02-06T06:14:56","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21948"},"modified":"2025-02-06T06:14:59","modified_gmt":"2025-02-06T06:14:59","slug":"inside-pepsicos-super-bowl-marketing-playbook","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21948","title":{"rendered":"Inside PepsiCo\u2019s Super Bowl marketing playbook"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad in the game every year.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">In recent years, though, the Super Bowl landscape has looked a little different for carbonated beverages. In 2023, Apple Music replaced Pepsi as the halftime show sponsor after a decade, and last year, prebiotic-soda brand Poppi threw its hat in the ad ring for the first time. In the broader beverage category, traditional soda brands will now also be competing with canned-water brand Liquid Death as it makes its Super Bowl debut in 2025\u2014not to mention all those beer commercials.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">For PepsiCo, which owns soda brands like Mountain Dew, Mug, and Starry, the Super Bowl is still a must, even without Pepsi sponsoring the halftime show, according to Stacy Taffet, SVP of marketing for PepsiCo Beverages North America.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cOur whole goal is to make our brands authentically connect with people at the right moments, the right times, and a moment like the Super Bowl\u2026is also one of the only times a year people are really engaging with advertising,\u201d Taffet told Marketing Brew. \u201cIt\u2019s like a dream come true because people care about ads and they\u2019re talking about brands, and that makes it a lot more effective. Even though it costs a lot, obviously an extraordinary amount, to advertise in the Super Bowl, the return is there.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Who\u2019s who<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">PepsiCo\u2019s Super Bowl ads date back to the \u201980s, spanning iconic campaigns from Cindy Crawford\u2019s commercial for Diet Pepsi in the \u201990s to the \u201cPuppy Monkey Baby\u201d spot for Mountain Dew in 2016 to \u201cMichael Bubl\u00e9 vs Bubly\u201d in 2019.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">But not all of its brands can have the Super Bowl spotlight every year. How do PepsiCo execs choose the star of the show?<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cWe arm wrestle,\u201d Taffet joked.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Actually, newer brands often get picked\u2014at least, brands that are showing signs of growth but could use an awareness boost, as was the case with Bubly in 2019 and Starry last year, Taffet said.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cWe want to know if there\u2019s promise,\u201d she said. \u201cA lot of innovations don\u2019t work, and if it\u2019s not going to work, we certainly don\u2019t want to spend the money at a Super Bowl.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">The PepsiCo team also considers brands with new campaigns or information to share, Taffet said. This year, the spotlight will go to Mountain Dew, whose recent rebrand played a role in the decision to give it a Super Bowl spot, according to Mark Kirkham, SVP of marketing for Pepsi and sparkling brands in North America.<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Who else?<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">There\u2019s likely always going to be at least one PepsiCo brand advertising in the Super Bowl broadcast, Taffet said, but the company\u2019s namesake brand doesn\u2019t always get broadcast treatment. Pepsi isn\u2019t airing a TV commercial this year, and it didn\u2019t last year, either, but the brand will still have a presence in New Orleans, reviving its Pepsi Challenge marketing campaign from 50 years ago by hosting blind taste tests of Pepsi Zero Sugar and Coke Zero Sugar starting Super Bowl weekend.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9efdcdad-1 iwvSXp inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 hEwJGY\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Traditional TV ads are \u201calways a big discussion,\u201d but what counts most for the Pepsi brand is reinforcing its connection with football and staying involved in Super Bowl conversation, even if that\u2019s not on TV, Jenny Danzi, senior director of marketing for Pepsi, said. She acknowledged that the beverage category is particularly competitive, especially on Super Bowl Sunday, but said she thinks this year\u2019s campaign will stand out even without a commercial, noting Pepsi\u2019s previous work around the game.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cI think we\u2019ve got a lot of equity after years and years of activation,\u201d Danzi said.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Sure enough, Pepsi is still \u201cone of the highest recalled advertisers\u201d associated with the Super Bowl thanks to its years as the halftime show sponsor, Pedr Howard, head of creative excellence at the market research firm Ipsos, said.<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Bring it on<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">The increasingly crowded soft-drink and soft-drink alternative space means there are high stakes, and the competitive market, Taffet said, \u201cmakes us up our game\u201d creatively. Beyond leveraging additional media assets like teasers, she said the game is all about turning up the emotional dial, especially with humor.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cWhere sometimes we\u2019d say a chuckle or a smile is the right response, now it really needs to be an out-loud laugh,\u201d Taffet said. \u201cKeeping some of those principles in mind helps as we\u2019re evaluating creative that could be good for the rest of the year versus something that\u2019s really going to work in that environment.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">As for the likes of Poppi and Liquid Death appearing during this year\u2019s broadcast? Taffet welcomes the competition.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cAll of the activity in the category helps the category,\u201d she said. \u201cEven some of these emerging competitors that are doing, I think, terrific marketing, [are] helping people reappraise soda again.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/02\/05\/pepsico-super-bowl-marketing-playbook-pepsi-mountain-dew?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad in the game every year. In recent years, though, the Super Bowl landscape has looked a little different for carbonated beverages. In 2023, Apple Music replaced Pepsi as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21948","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>Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary<\/title>\n<meta name=\"description\" content=\"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21948\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21948\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-06T06:14:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-06T06:14:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/02\/1738822498_5b00fc5f180ec087aaffa6e375aecef0dfc32abf-8192x5456.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Inside PepsiCo\u2019s Super Bowl marketing playbook\",\"datePublished\":\"2025-02-06T06:14:56+00:00\",\"dateModified\":\"2025-02-06T06:14:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948\"},\"wordCount\":871,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21948#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21948\",\"name\":\"Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2025-02-06T06:14:56+00:00\",\"dateModified\":\"2025-02-06T06:14:59+00:00\",\"description\":\"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21948\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21948#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Inside PepsiCo\u2019s Super Bowl marketing playbook\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary","description":"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21948","og_locale":"en_US","og_type":"article","og_title":"Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary","og_description":"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad","og_url":"https:\/\/mysourcefunding.com\/?p=21948","og_site_name":"Brandiary","article_published_time":"2025-02-06T06:14:56+00:00","article_modified_time":"2025-02-06T06:14:59+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/02\/1738822498_5b00fc5f180ec087aaffa6e375aecef0dfc32abf-8192x5456.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21948#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21948"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Inside PepsiCo\u2019s Super Bowl marketing playbook","datePublished":"2025-02-06T06:14:56+00:00","dateModified":"2025-02-06T06:14:59+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21948"},"wordCount":871,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21948#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21948","url":"https:\/\/mysourcefunding.com\/?p=21948","name":"Inside PepsiCo\u2019s Super Bowl marketing playbook | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2025-02-06T06:14:56+00:00","dateModified":"2025-02-06T06:14:59+00:00","description":"Watching several hours of football in one sitting is thirsty work. Maybe that\u2019s why Super Bowl viewers are nearly guaranteed to see at least one soda ad","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21948#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21948"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21948#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Inside PepsiCo\u2019s Super Bowl marketing playbook"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21948"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21948\/revisions"}],"predecessor-version":[{"id":21950,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21948\/revisions\/21950"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21949"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}