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Volume 24 No. 156
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Pepsi's Use Of Music, Pop Culture Key To Reaching NFL Audiences

Pepsi VP/Consumer Engagement ADAM HARTER yesterday led a presentation at the ’13 IMG World Congress of Sports called “How Pepsi Engages Consumers with Sports, Music & Pop Culture.” Harter focused on three NFL-related initiatives that married sports stars with pop stars.

-- On its Pepsi-NFL Anthems program: “The local pride around these teams is just amazing. We wanted to make sure to tap into that at every occasion. What inspired us around this program is that these stars became star struck themselves.”

-- On its “Showdown” ad campaign with Saints QB DREW BREES and pop act ONE DIRECTION: “We had to find creative that was relevant to 'X Factor' and the NFL viewers. One Direction and Drew Brees -- I’ve never seen someone have so much fun at being absolutely awful at something as Drew Brees on this shoot.”

-- On its Super Bowl halftime show: “Cutting through the clutter is so difficult. We wanted to use the 30-second spot we had to amplify this 12-minute activation known as the Super Bowl Halftime show.”