Pepsi this year is "pushing out its largest football marketing campaign to date," as the brand is "putting more focus than ever on the fans, with new TV spots and packaging, merchandise and a touring tailgate festival," according to Katie Richards of ADWEEK. The campaign will "start off with a multi-city tailgate tour in partnership with a number of Pepsi's key NFL and collegiate-level teams," including the Cowboys, Giants, Patriots and Dolphins. Beginning Sept. 15, Pepsi will "host free multi-city stadium tailgates before the start of 10 football games (three college-level matches and seven NFL games)." Pepsi has also "partnered with country duo Locash ... to perform at each event." Meanwhile, Pepsi is "rolling out three TV spots starring a number of NFL players that are partners with Pepsi." The first spot via Goodby Silverstein & Partners, S.F., is titled "Theme Song" and it debuted yesterday. Steelers WR Antonio Brown, Fox' Terry Bradshaw, Panthers LB Luke Kuechly and Cowboys QB Dak Prescott "star in the ad." A second spot from GS&P, "Ice the Kicker," will "begin airing in mid-September." It features Panthers coach Ron Rivera and WR Devin Funchess. Pepsi also "worked with its in-house agency, Creators League, on a final spot" that rolled out yesterday. That spot, done in partnership with convenience store chain Circle K, is "all about NFL rookies, and it stars the brand's very own rookie partner" in Giants RB Saquon Barkley. Additionally, Pepsi products will be integrated into Carrie Underwood's song on NBC's "SNF" open, with a "few of the brand's athletes making an appearance." Pepsi is also "releasing new, limited-edition packaging; 15 NFL teams will be featured on 16 oz. cans of Pepsi, while 32 NFL teams will be featured on multipack cans" (ADWEEK.com, 9/4).
