SBD/September 5, 2012/Marketing and Sponsorship

Getting The Word Out: PepsiCo Expands NFL Ad Campaign To Include Five Brands

Along with its league-wide deal, PepsiCo partners with 22 of the NFL's 32 teams
To kick off the first season of its new 10-year sponsorship deal with the NFL, PepsiCo "will be deploying more NFL displays than ever before and highlighting blue can Pepsi,” according to Natalie Zmuda of AD AGE. One “key difference with the new deal is the expansion to include five of the company’s trademarks, up from three.” Tropicana and Quaker Oats were “added to the lineup, which already included Pepsi, Gatorade and Frito Lay.” PepsiCo expects to have 23,000 NFL displays "in market at the start of the season.” PepsiCo Senior VP/Global Sports Marketing Jennifer Storms said that the company’s research with the NFL “proves customers are more likely to purchase PepsiCo products when they display, or are associated with, NFL marks.” For example, in the Pittsburgh market, Pepsi Max "will debut a limited-edition can featuring the Steelers.” Zmuda noted the company “is working with 50 top customers on customized in-store promotions.” Of the NFL's 32 teams, 22 “partner with PepsiCo.” In a shift, blue can Pepsi "will again be at the forefront this season, a place filled by Pepsi Max the last two years.” Pepsi VP/Marketing Angelique Krembs said that the company “aims to highlight its ‘Live for Now’ campaign, launched in May.” Meanwhile, Zmuda noted Pepsi also is “the official sponsor of the Super Bowl Halftime Show and is introducing the Pepsi NFL Anthems program.” That program “includes anthems from Kelly Clarkson, Travie McCoy, Ice Cube and Kid Rock honoring their favorite teams.” Krembs said that Pepsi Max “would continue to be involved in more targeted NFL programs and the Pepsi Max driver would remain a part of the brand's advertising.” Meanwhile, Doritos is “expected to 'Crash the Super Bowl' for a 7th straight year,” and Tropicana is “expected to join the fray in the latter part of the season” (ADAGE.com, 9/4).

KID & PLAY: Pepsi's Quaker Oats unit is leveraging its NFL ties this season with a sweepstakes that offers a top-prize winner the right to run the game ball onto the field before the start of Super Bowl XLVII. Aiming at six- to 13-year-olds and their moms, the contest asks consumers to go to a website and join the NFL's Play60 initiative, which is attempting to fight childhood obesity by encouraging children to get 60 minutes of exercise daily. Marketing support from the NFL's official hot cereal sponsor includes web video from Colts QB Andrew Luck and POS (Terry Lefton, THE DAILY).
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