SBD/December 22, 2011/Marketing and Sponsorship

PepsiCo Plans To Promote Its Signature Soft Drink During Super Bowl XLVI

PepsiCo announced Wednesday that Pepsi will return to the Super Bowl in '12 with two commercials during NBC's coverage of the game Feb. 5. The two ads include a spot featuring the winner of this season's "The X Factor." Pepsi will complement the TV ads with activation that includes digital and retail extensions as well as on-site activities in Indianapolis. Pepsi will begin its countdown to the Super Bowl with a Pepsi Max ad that debuts Saturday during Fox' coverage of the Giants-Jets game. The spot, titled "Locker Room," stars Jets QB Mark Sanchez and coach Rex Ryan (PepsiCo). Pepsi officials said that the Pepsi Max ad will be "aired repeatedly in January, whether Gang Green is in the playoffs or not, leading up to" Super Bowl XLVI. Pepsi "used Sanchez for an ad last season, and company officials said the spot was such a hit, they wanted to add other Jets" (N.Y. POST, 12/21).

"VOICE" OF A GENERATION: ENTERTAINMENT WEEKLY's James Hibberd noted NBC is "going big with a special 'The Voice' Super Bowl ad" from director Peter Berg. The 60-second spot titled "Vokal Kombat" will feature singers Christina Aguilera, Blake Shelton, Adam Levine and Cee Lo Green -- the four "Voice" judges -- "employing martial arts, weapons, and dirty tricks to win the battle royale." The second season premiere of "The Voice" airs directly following the Super Bowl broadcast (EW.com, 12/19).
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