Pepsi skips TV kickoff for digital
Pepsi, one of the NFL’s biggest corporate sponsors, is kicking off its NFL campaign without football-themed TV ads for the first time in memory.
Instead of the usual kickoff TV campaign with NFL stars, Pepsi is relying on an expanded Web presence.
Pepsi has been an NFL corporate sponsor since 2002 and its move to focus on digital could portend a trend from more big sponsors, especially as Web video traffic and TV viewing with multiple screens continue to increase.
Among the Web offerings from Pepsi are an expanded version of its “NFL Rookies” show to nine episodes on both NFL.com and Pepsi’s site.
|Pespi will be active locally, including through its sponsorship at the 49ers’ Levi’s Stadium.
In local NFL markets, where Pepsi has 15 exclusive team deals, there’s traditional support, including branded 12-packs at retail and point of sale featuring local players in every NFL market. As a sponsor in the new Levi’s Stadium, there are also a variety of 49ers promos highly leveraged in the Bay Area.
Harter said a push behind Pepsi’s Super Bowl halftime show sponsorship will start late this year. Last year, it began with the season.
“Early in the season, when the weather’s great, we think it’s appropriate to have messages about refreshment,” he said.