PepsiCo will not run a standalone ad for its Pepsi brand in Super Bowl LV next month, but "will instead pour all of its money into the brand’s sponsorship of the halftime show featuring The Weeknd," according to E.J. Schultz of AD AGE. It is the first time since '17 that PepsiCo has "opted out of an in-game spot for its flagship cola brand." But the company still is "spending heavily on the game." It will "dedicate a 30-second ad to Mtn Dew" from TBWA\Chiat\Day, N.Y., that is "expected to plug the soda’s new watermelon flavor, called Mtn Dew Major Melon." It also is "possible the company could run ads for other beverage or snacks offerings." Pepsi "will begin running TV ads starring The Weeknd" during this weekend’s NFL Playoff games that plug the halftime show. The spot, from Goodby Silverstein & Partners, S.F., "shows everyday people singing the singer’s hit song 'Blinding Lights,' as they go about their lives." Pepsi also is "dressing up more than 500 million cans and bottles in packaging that includes halftime show branding and a QR code that takes users to a special website where it promises to post 'exclusive behind the scenes content form the making of the Pepsi Super Bowl halftime show'" (ADAGE.com, 1/8).
