NEW YORK — Pepsi is back in the game. The soft drink brand will advertise in next year’s Super Bowl after sitting out last year for the first time in more than two decades.
Pepsi said today it will air three ads created by fans for its Pepsi MAX brand. The company has been marketing its no-calorie version of namesake Pepsi to counteract Coca-Cola’s fast-growing Coke Zero.
Last year, the Purchase, N.Y.-based company sidelined its top brand from the world’s biggest advertising spectacle for the first time since 1987. Pepsi had been a perennial advertiser but opted out of the game to shift spending to its “Pepsi Refresh Project,” which pays for community projects.
Pepsi also plans once again advertise snack brand Doritos, and for a fifth year will air ads created by fans.
The company will air six 30-second ads total, three for each brand.
It declined to say how much it will spend on the ads. Commercials typically come in 30-second blocks — which sold this past year for between $2.5 million and more than $3 million.
Fans will make all six commercials and select two ads to air for each brand, while company executives will select the remaining ad for both Pepsi MAX and Doritos.
Submissions will be accepted from Sept. 27 through Nov. 15, and 10 finalists will be announced in January.
Pepsi is putting its dollars now behind Pepsi MAX, which has been around longer than Coke Zero but is a fraction of its size. Pepsi said it is selling 44 percent more Pepsi MAX since July, when it premiered a revamped version of a 1995 Super Bowl commercial. Pepsi’s “Diner” Super Bowl commercial features delivery drivers from Pepsi MAX and Coke Zero forming a short-lived friendship in a diner over music.
The drivers sample each other’s drinks and the Coca-Cola driver prefers Pepsi MAX.
BEFORE YOU GO…
… we’d like to ask for your support. More people are reading the Mississippi Business Journal than ever before, but advertising revenues for all conventional media are falling fast. Unlike many, we do not use a pay wall, because we want to continue providing Mississippi’s most comprehensive business news each and every day. But that takes time, money and hard work. We do it because it is important to us … and equally important to you, if you value the flow of trustworthy news and information which have always kept America strong and free for more than 200 years.
If those who read our content will help fund it, we can continue to bring you the very best in news and information. Please consider joining us as a valued member, or if you prefer, make a one-time contribution.Click for more info