PepsiCo has finalized plans for Super Bowl LIII by putting its "flagship soda brand ... along with Doritos and Bubly, its 1-year-old sparkling water," in CBS' broadcast of the game, according to E.J. Schultz of AD AGE. Each brand "will get a 30-second spot" in the game. The 90-second total ad buy matches PepsiCo's investment last year. Goodby, Silverstein & Partners is "handling all the ads." PepsiCo in '18 "plugged Mtn Dew and Doritos at the same time with a two-part ad totaling 60 seconds starring Morgan Freeman and Peter Dinklage that was handled by Goodby." Pepsi got a "standalone 30-second spot featuring pop culture icons" that have appeared in ads over time. That spot "was by Pepsi's in-house agency, Creators League." PepsiCo is "once again sponsoring the Super Bowl halftime show." As part of the deal, brand Pepsi "gets access to 10 seconds of ad time prior to the show" (ADAGE.com, 1/7).
BACK ON THE ROAD: AD AGE's Schultz reported Audi is "coming back to the Super Bowl after sitting out last year," as the luxury auto brand "will use a 60-second spot in the second quarter to spotlight its electric vehicle ambitions." Audi's agency-of-record Venables Bell & Partners will handle the spot, which marks the company's "tenth Super Bowl ad." Audi is the "fifth automaker to confirm a Super Bowl LIII ad buy, following Hyundai, Kia, Mercedes-Benz and Toyota" (ADAGE.com, 1/4).
