Pepsi has major plans in the works for the
NFL’s big game. Last year the beverage and lifestyle company announced a multi-year
deal with the National Football League to sponsor their big game’s
half-time show. Although the specific of the deal were not released the
partnership seems to be a favorable deal for Pepsi as they have noticeable been
gearing up for the February 3rd game.
Pepsi will be like no other sponsor for the 47th Super Bowl, which will
take place at Mercedes-Benz Superdome in New Orleans, LA. Pepsi has brought 60
seconds of Ad time for the big day and will also has major plans for its half
time show.
The
NFL is not the only partnership Pepsi has for American Football’s show down.
The company has joined forces
with Budweiser brands as well as a global music icon Beyoncé. Each
partnership is a great move for Pepsi as they compete against their rival brand
Coca-Cola. PepsiCo and Anheuser-Busch InBev have teamed up for joint promotions
and in-store marketing. The brands plan to flawlessly present and market Bud
Light, Pepsi and Doritos, as a trio in hopes to gain competitive advantage over
their rivals through in-store marketing and merchandising. The companies have
no plans to have any combined commercial advertisements but Anheuser-Busch does
plan to release a new beer during the big game.
As
for the Super Bowl 2013 Pepsi Half Time Show we will see the
beautiful Beyoncé grace the stage. The 16-time Grammy-Award winner will be
performing on two of the largest stages within the next month, as she will also
perform the National Anthem at the 57th Presidential Inauguration. Pepsi and
Beyoncé; who have had a professional relationship since 2002, recently inked a branding deal
for $50 million dollars, which is expected to include the
traditional promotional appearances, a new commercial, and the beverage’s
companies investing into the singers creative projects. Beyoncé stated, it “allows me to work with a
lifestyle brand with no compromise and without sacrificing my creativity.”
We
are sure to see Beyoncé and Pepsi’s creativity match up for the February 3rd
performance, and so far here’s what to expect for Beyonce's Superbowl Performance:
- Beyoncé will be joined on stage by her fellow Destiny’s Child members Kelly Rowland and Michelle Williams.
- Producer, the Dream, said that we should ‘definitely’ expect a new Beyoncé track by the big game as the singer is ‘gearing up’ for her fifth studio album.
- Pepsi will utilize crowdsourcing photography technology for the fan-incorporated introduction. Fans asked to submit posed photo for usage in the introduction.
- 100 lucky Beyoncé and Pepsi fans will join her for an on-field experience. (50 winners from the introduction video contest and 50 local New Orleans resident winner from in-store promotions)
The
NFL’s big day is expected to be the most watched television program of 2013, as
last years half time show ranked in over 114 million viewers worldwide. This
years game is estimating around 110 million viewers who will tune in throughout
the night not only to see the best of the best tough it out, a spectacular
performance, but maybe more importantly to catch the costly commercials. CBS has been selling the some of the 30-second ad
space for well over $4 million, and on average each 30-seconds of ad
time is costing around $3.7 to $3.8 million US dollars.
There
are many amazing things in store for this year Super Bowl, although we may not
know which team will win, we are reassured that all pockets involved will be
winning.
Peace
& Blessings, -RB
Source - PepsiCo, A-B InBev
Strengthen Ties With Joint In-Store Marketing - Program. http://adage.com/article/news/pepsico-a-b-inbev-strengthen-ties-joint-store-marketing-program/239105/
Nice! This is what we should be focusing on when it comes to the Super Bowl, not the actual football (haha!). This is a brilliant move for Pepsi.
ReplyDeleteThis is the only time of the year in which you are able to reach 110 million viewers, and going beyond the Brand Bowl and locking in the halftime show for the next couple of years is advertising brilliance.
P.S. This might be the most epic halftime show of the decade. You know B won't disappoint. (There's a theory that the presidential inauguration anthem lip-sync was a PR stunt to hype up the halftime show, what do you think?)