On the latest "SBJ Unpacks" podcast, PepsiCo VP & CMO for the South Region Chauncey Hamlett joined our Terry Lefton to discuss the challenges of marketing around Super Bowl LV -- in particular, the Tampa locale -- during the pandemic.
On Pepsi brands performing well during the pandemic:
Hamlett: From a consumer trend standpoint, at-home consumption has increased ... Also our brands have done a great job of positioning ourselves as brands that are the right brands to consume. We’ve had tremendous partnerships with retailers across the board, and I think a combination of all these things have put us in a really good spot. Some of our brands, like Pepsi brand, throughout the fall football season have launched the initiative around watching football at home.
On marketing efforts around the Super Bowl:
Hamlett: It has been a pivot for us here during these times. I would say the biggest high-level difference is ... the on-the-ground approach. Last year, of course, we were in Miami. We had tons of music concerts and consumer engagement sampling, a lot of great touchpoints from an activation standpoint ... With COVID-19 in place, the engagement is not the same. But I will say this has been a more purposeful pivot for us here in Tampa ... and, how can we engage the community?
On the Buccaneers playing a home game in Tampa:
Hamlett: We’ve painted Tampa blue. We’ve taken a little bit of a different approach. If you saw in Miami, we did big, out-of-home media buys. ... You’ll see a little different approach, but it will be blue, so we’ve done wallscapes and window takeovers. When you arrive in Tampa, it will feel very Pepsi blue, and we’re quite excited. You’ll feel the presence if you’re in town.
