'Embrace the winter': Super Bowl XLVIII Update
October 3, 2013 12:47 PM
Super Bowl XLVIII Update
Adam Harter, Pepsi Beverages Co.
Alfred Kelly, NY/NJ Super Bowl Host Committee
Frank Supovitz, NFL
Pepsi is sponsoring the Super Bowl halftime show again this year, and Pepsi Beverage Co. VP/Marketing & Consumer Engagement Adam Harter said, “We decided with the NFL – because it is such a huge investment for us – that we need to leverage that even more.” He added, “Part of our discussion around the NFL was how do we make sure halftime isn’t just 12 minutes that happen on the day of the game, but is an event that we can create anticipation and excitement for all the way from kickoff right through the game itself and hopefully create a conversation after the game that is a positive one.” The company this year was able to announce Bruno Mars as its halftime performer more than three months ahead of last year’s announcement, and that has allowed it to launch an “Are You Fan Enough” campaign as a leadup to the event. Harter added that the company is in the process of building a global brand identity, and one of the challenges for the Super Bowl will be involving the Frito Lay, Gatorade and Tropicana brands to “make sure this comes together as a true Pepsi Co. event.”
*Harter, on the importance of the halftime show: “The Super Bowl is not just about having the largest sports event in the country, but this is also the single largest music event. So we use that as a great example of how we can bring those music and sports platforms together. ... The two things that help grow our brand equity is being part of the music culture and part of the sports culture. This is the one chance to bring them together. “
*Kelly, on easing transportation concerns: “We are creating - the NFL and the host committee - bus programs for all of our big sponsors. That’s going to take care of 15,000 people that go there, and we’re creating something we’re going to call the Fan Express, which is going to be where we’re going to set up scheduled bus stops in Manhattan and different parts of New Jersey where people can pick up the bus.”
*Supovitz, on what will make the Super Bowl successful: “Full stadium at the end of the game; great ratings; competitive game; a little light snow during the course of the game, falling and caught by the lights that have stayed on the whole time.