SBD/Throwing A Changeup/Marketing and Sponsorship

PepsiCo Beverages Back In Super Bowl With Three Ads For Pepsi Max

PepsiCo today announced that it will air three ads during Fox' coverage of Super Bowl XLV for both its Doritos and Pepsi Max brands, and all six 30-second spots will be consumer-generated commercials. The three ads for Doritos matches the brand's effort during Super Bowl XLIV, but PepsiCo for the first time will extend the consumer-driven campaign to one of its beverages. This marks the first time Doritos and Pepsi Max have partnered for Super Bowl activation (PepsiCo). USA TODAY's Bruce Horovitz notes PepsiCo will "flaunt its struggling Pepsi Max product" just one year "after spurning the Super Bowl to focus on online social media." The six total spots for the two brands during the Feb. 6 broadcast "will make PepsiCo one of the game's biggest ad spenders." Pepsi Max will join Doritos in "offering up to $5 million in prizes to consumers who create ads that win, or finish high, in USA Today's annual Super Bowl Ad Meter." Fox Sports Senior VP/Media Relations Lou D'Ermilio noted the network has sold more than 90% of ad slots for the game, and Horovitz writes, "For now, Pepsi's return stands out as the Super Bowl's most compelling marketing story." Beverage Digest Editor & Publisher John Sicher: "It's a very big deal that Pepsi's back in. The campaign will automatically get tremendous exposure." Horovitz notes for Pepsi Max, the "high-profile move is about focusing its somewhat confusing image." A new campaign has "helped sales, but it still lags behind more successful rival Coke Zero" (USA TODAY, 9/15). PepsiCo Beverages Americas CMO Jill Beraud: "We are restaging the Pepsi Max brand and putting a tremendous amount of resources behind it, and we couldn't think of a better place to get that message out" (, 9/15). Bloomberg TV's Michele Steele notes PepsiCo execs claim the ad buy "will make it one of the biggest ad spenders of the Super Bowl." Meanwhile, GM "also plans to resume Super Bowl advertising" this year (Bloomberg TV, 9/15).

GETTING INTO SHAPE: GoDaddy Founder & CEO Bob Parsons said that he is "negotiating with Fox" for two spots during its Super Bowl telecast, which would mark the online company's seventh-consecutive appearance on the game broadcast. GoDaddy yesterday signed "The Biggest Loser" trainer Jillian Michaels to a three-year sponsorship deal, and when asked if the company will pair her with Danica Patrick in a Super Bowl spot, Parsons said, "I'm working on it. We have until February to figure that out" (USA TODAY, 9/15).

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