Pepsi Renews Super Bowl Halftime Deal, Launches "SNF" Campaign
Pepsi is "renewing its Super Bowl halftime sponsorship deal, while launching a new campaign" that will tie-in to NBC's "Sunday Night Football," according to E.J. Schultz of AD AGE. The renewed Super Bowl sponsorship now runs through '22. Pepsi has a "separate deal dating back" to '02 as the league's official soft-drink sponsor, which was renewed through '22 in '11. The halftime sponsorship will "get extra attention this year because it comes as the NFL begins a new arrangement with Jay-Z" and Roc Nation. Meanwhile, the new Pepsi campaign by Goodby Silverstein & Partners, S.F., is called "Always Be Celebrating." The campaign "includes two national TV ads using real footage of player touchdown celebrations set to the 'Cha Cha Slide.'" The campaign, which will "run throughout the season, blends player and fan celebrations with animated effects." Pepsi also will be "included in the show opening" of "SNF" (ADAGE.com, 9/4).