The Super Bowl is one of the most-watched events in the world, and for beverage companies, it’s a prime opportunity to showcase their brands. For PepsiCo, the Super Bowl is a must, even without its namesake brand sponsoring the halftime show. According to Stacy Taffet, SVP of marketing for PepsiCo Beverages North America, the company’s goal is to make its brands authentically connect with people at the right moments.
PepsiCo’s Super Bowl ads date back to the ’80s, and the company has a long history of creating iconic campaigns. From Cindy Crawford’s commercial for Diet Pepsi in the ’90s to the “Puppy Monkey Baby” spot for Mountain Dew in 2016, PepsiCo has consistently pushed the boundaries of creativity and innovation in its Super Bowl ads.
But with the increasingly crowded soft-drink and soft-drink alternative space, the stakes are high. This year, Mountain Dew will take center stage, with a Super Bowl spot that will highlight the brand’s recent rebrand. According to Mark Kirkham, SVP of marketing for Pepsi and sparkling brands in North America, the decision to feature Mountain Dew in the Super Bowl was driven by the brand’s recent rebrand and its growing popularity among younger consumers.
So, how does PepsiCo choose which brand to feature in the Super Bowl? According to Taffet, the company looks for brands that are showing signs of growth but could use an awareness boost. The team also considers brands with new campaigns or information to share. In the case of Mountain Dew, its recent rebrand played a role in the decision to give it a Super Bowl spot.
While Pepsi won’t be airing a TV commercial this year, the brand will still have a presence in New Orleans, reviving its Pepsi Challenge marketing campaign from 50 years ago. The campaign will feature blind taste tests of Pepsi Zero Sugar and Coke Zero Sugar, starting Super Bowl weekend. According to Jenny Danzi, senior director of marketing for Pepsi, the brand’s goal is to reinforce its connection with football and stay involved in Super Bowl conversation.
Danzi acknowledged that the beverage category is particularly competitive, especially on Super Bowl Sunday, but said she thinks this year’s campaign will stand out even without a commercial. “We’re not just about the ad,” she said. “We’re about the experience. We’re about creating moments that people will remember and talk about.”
The increasingly crowded soft-drink and soft-drink alternative space means that PepsiCo must up its game creatively. Taffet said that the company is focusing on turning up the emotional dial, especially with humor. “Where sometimes we’d say a chuckle or a smile is the right response, now it really needs to be an out-loud laugh,” she said.
As for the likes of Poppi and Liquid Death appearing during this year’s broadcast, Taffet welcomes the competition. “All of the activity in the category helps the category,” she said. “Even some of these emerging competitors that are doing, I think, terrific marketing, [are] helping people reappraise soda again.”
In fact, Taffet believes that the growing popularity of alternative beverages is actually helping to drive interest in traditional soda brands. “I think people are more interested in the category than they’ve been in a while,” she said. “And I think that’s because of all the innovation that’s happening.”
Of course, the Super Bowl is just one part of PepsiCo’s larger marketing strategy. The company is also investing heavily in digital marketing, social media, and influencer partnerships. According to Taffet, the goal is to create a seamless brand experience that engages consumers across multiple touchpoints.
As the Super Bowl approaches, one thing is clear: PepsiCo is poised to make a big impact. With Mountain Dew taking center stage and Pepsi reviving its iconic Pepsi Challenge campaign, the company is pulling out all the stops to connect with consumers and drive brand awareness.
In the end, the Super Bowl is just one moment in time, but for PepsiCo, it’s an opportunity to make a lasting impression on consumers and set the tone for the rest of the year. As Taffet put it, “The Super Bowl is a moment when people are really paying attention, and we want to make sure that we’re making the most of that moment.”