{"id":10455,"date":"2021-01-29T09:42:25","date_gmt":"2021-01-29T17:42:25","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=10455"},"modified":"2025-06-02T08:25:09","modified_gmt":"2025-06-02T15:25:09","slug":"pepsis-super-bowl-playbook-take-the-weeknd","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/pepsis-super-bowl-playbook-take-the-weeknd\/","title":{"rendered":"Pepsi\u2019s Super Bowl Playbook: Take The Weeknd"},"content":{"rendered":"\n<p style=\"font-size:18px\">After a decade that\u2019s seen Pepsi produce 11 Super Bowl ads, PepsiCo has announced that it will bench its flagship brand for Super Bowl LV.&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">But Pepsi is still storming the big event as title sponsor of the halftime show starring The Weeknd, <a href=\"https:\/\/www.ispot.tv\/events\/super-bowl-commercials\" target=\"_blank\" rel=\"noreferrer noopener\">who appears in what is to date the most buzzed-about TV ad among the pre-release pack in the iSpot.tv Super Bowl Ad Center<\/a> so far.&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">And while PepsiCo is choosing not to fork over $5.5 million or so to drop a 30- or 60-second ad for the reach of the big game, consider the $31.7 million (est.) that it\u2019s invested in its halftime teaser. The promo has generated 651 million TV impressions over 720 (sports-centric) airings so far, giving the brand heavy frequency during playoff football with household decision-makers who are most likely to spend with Pepsi during this month.<\/p>\n\n\n\n<p style=\"font-size:18px\">Want more reasons why Pepsi\u2019s bet on the halftime promo is looking to pay off? According to an iSpot Ace Metrix survey, while music is what people like most about the creative, the majority (64%) of respondents identify Pepsi as a primary message, and viewer comments are overwhelmingly positive; across the board, the halftime teaser is outperforming ads for the brand and in the soft drink category.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/_FOyYhOWaJUMixT5my643LnXfuDl3v0-tzFy6i0GHoLuNVsjSCrJ4D26rPXftoQ4K8jwCIhDmrAnCCjpYoImJXa3IH5JbnR47JtVBKxejlkz2SQBNwItoxGn8HmgCGMtL_ywgb3n\" alt=\"Scores Chart\" width=\"983\" height=\"1091\"\/><\/figure>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/bgdOgkrEDyDUhjsJ0igQD9pr8zMR4GqMc814IHktWAqf3p33FP7UKUeKQn3cEc7KYRjBTGlL-UoXnp5FyVCd7UAmbUabxJfGTYDinstsLbMgVTykpA-YK49gKjsgv7nefjZRVPVQ\" alt=\"Comments word cloud\" width=\"988\" height=\"461\"\/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/tsbE\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p style=\"font-size:18px\">PepsiCo is a dominant TV investor. Pepsi itself has led the soft drink advertising category so far this year with 48% of industry spend, and PepsiCo owns the top two brands (in terms of TV advertising spend) going back to January of 2020 between Pepsi (18%) and Mountain Dew (20%).<\/p>\n\n\n\n<p style=\"font-size:18px\">The soft drink giant understands TV and has a history of getting a lot of attention for its Super Bowl commercials. For instance who could forget the <a href=\"https:\/\/www.ispot.tv\/ad\/waI0\/doritos-blaze-vs-mountain-dew-ice-super-bowl-2018-battle\" target=\"_blank\" rel=\"noreferrer noopener\">2018 Doritos Blaze vs. Mountain Dew ad, which outperformed the pack that year?<\/a> (Doritos are made by PepsiCo\u2019s Frito-Lay North America unit.)<\/p>\n\n\n\n<p style=\"font-size:18px\">Other highlights:<\/p>\n\n\n\n<p style=\"font-size:30px\"><a href=\"https:\/\/ispot.tv\/a\/ZEjJ\" target=\"_blank\" rel=\"noreferrer noopener\">In 2020, Pepsi Zero Sugar rocked out with Missy Elliott and H.E.R. in a \u201csurreal\u201d Super Bowl spot<\/a><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/ZEjJ\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Viewers considered the music the single best thing about the ad. Typically, music choice does not stand out on game day &#8212; on average only 5% of viewers considered it the Single Best Thing about \u201820 Super Bowl spots.&nbsp;<\/li><li>The top emotion prompted was \u201csurreal.\u201d&nbsp;<\/li><li>The Big Game spend accounted for 13% of Pepsi Zero Sugar\u2019s total estimated outlay.&nbsp;<\/li><li>This was a big year for celeb ads, with 78% of Super Bowl spots including at least one and 42% having multiple.&nbsp;<\/li><\/ul>\n\n\n\n<p style=\"font-size:30px\"><a href=\"https:\/\/ispot.tv\/a\/IS1N\" target=\"_blank\" rel=\"noreferrer noopener\">In 2019, Steve Carell, Cardi B and Lil Jon passionately explained why Pepsi is \u201cmore than ok.\u201d&nbsp;<\/a><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/IS1N\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Nearly half (43%) of viewers considered the characters the single best thing about the ad.<\/li><li>Nearly 7% of Pepsi\u2019s total estimated ad spend for 2019 went to the Super Bowl airing of this spot.&nbsp;<\/li><li>Viewers literally loved it (\u201clove it\u201d was top emotion).&nbsp;<\/li><li>This ad performed above average for 2019 Super Bowl ads for all of iSpot\u2019s Ace Metrix scores, with a particularly high score of 751 for Attention (vs the 2019 Super Bowl norm of 671).&nbsp;<\/li><\/ul>\n\n\n\n<p style=\"font-size:30px\"><a href=\"https:\/\/ispot.tv\/a\/waoD\">2018\u2019s Big Game ad featured throwbacks to old Pepsi spokespeople and brand integrations<\/a>, including Cindy Crawford, Britney Spears, Uncle Drew, <em>Back to the Future<\/em> and Jeff Gordon.<\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/waoD\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Viewers considered the visual scenes the best thing about the ad.<\/li><li>The top emotion the spot evoked was nostalgia.&nbsp;<\/li><li>About 3.5% of Pepsi\u2019s total estimated ad spend for 2018 went to the Super Bowl airing of this spot.&nbsp;<\/li><li>This spot scored above-average for 2018 Super Bowl spots across multiple components, including attention and likeability.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>After a decade that\u2019s seen Pepsi produce 11 Super Bowl ads, PepsiCo has announced that it will bench its flagship brand for Super Bowl LV.&nbsp; But Pepsi is still storming the big event as title sponsor of the halftime show starring The Weeknd, who appears in what is to date the most buzzed-about TV ad&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":10456,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/10455"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=10455"}],"version-history":[{"count":13,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/10455\/revisions"}],"predecessor-version":[{"id":10722,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/10455\/revisions\/10722"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/10456"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=10455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=10455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=10455"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=10455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}