Pepsi has "chosen to embark on a digital-centric strategy this fall, spending almost all of its football marketing dollars on online videos starring
NFL players," according to E.J. Schultz of AD AGE. Pepsi brand leaders "decided digital was more efficient and effective" for the first half of the
NFL season. Pepsi Dir of Marketing Amy Spiridakis: "As we've studied consumers media consumption behaviors around the
NFL, we've seen a lot more engagement online as (fans) research players or teams for updates through the first part of the season." Schultz notes Pepsi last year "put a lot more TV weight at the beginning of the year," led by one spot "that asked viewers, 'Are you fan enough?'" This year's digital campaign, called "All for Football," has featured videos of Bengals QB Andy Dalton, Lions QB Matthew Stafford and Jets C Nick Mangold "making surprise appearances at Pepsi retailers." The latest ad is being rolled out today and features Saints QB Drew Brees, who "guides shoppers wearing a Pepsi 'smart helmet' through an obstacle course erected in a Walmart parking lot in New Orleans." Earlier videos "were set in a Buffalo Wild Wings restaurant, a Hess convenience store and a Meijer grocery store." However, Pepsi's strategy "will change soon," as the brand "begins airing TV ads leading up to its heavily promoted sponsorship" of the Super Bowl XLIX halftime show. Spiridakis did not comment "on the specifics of the upcoming TV campaign," but Schultz notes the brand in '13 "began airing halftime-themed ads during the playoffs, leading up to the Super Bowl halftime show" starring singer Bruno Mars (
ADAGE.com, 11/19).
