PepsiCo has decided to cut its Super Bowl advertising in order to focus more on its iconic midfield performance.
Todd Kaplan, vice president of marketing for the soda giant, revealed to Variety that the streamlining of advertising is to help Halftime Show evolve into a bigger and better experience for audiences.
“We will double the existing 12 minutes in the Pepsi Super Bowl midtime performance in the middle of the Super Bowl, and we will build it like never before,”
At the same time, the vice president of marketing said that in this year’s biggest sports event, other companies are spending time “talking and fighting for 30 seconds” of airtime. He said that he thinks “Half Time Show” is now a top priority.
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Kaplan said: “We have to concentrate on making this critical moment a critical moment for the brand.”
In November, Kaplan announced that “Weekend” will be a halftime performance of Super Bowl LV.
Kaplan said: “The Pepsi Super Bowl midtime performance is one of the most anticipated performances this year, and we are very happy to welcome “Weekend” on stage.”
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Over the years, Pepsi has been working with some of the top artists in the music industry-from Prince to Lady Gaga, Beyoncé, Bruno Mars and most recently Jennifer Lopez and Shakira. After a year of live music performances, we can’t wait to see The Weeknd transform the world’s largest stage with its infinite talent and creativity, which will undoubtedly bring memorable performances and will be in the coming years Keep it in my heart,” he added.
The LV Super Bowl is scheduled to air on CBS on February 7.
PepsiCo reported that one of the ways PepsiCo hopes to increase excitement is to open a “digital portal” for fans.
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According to reports, fans will have the opportunity to scan the QR codes in limited-edition Pepsi bottles and cans to help fans enter the website.
Of course, in the past year, the coronavirus pandemic has changed entertainment and sports activities.
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Kaplan said: “People want a way to escape reality and surface entertainment, instead of constantly reminding people of the impact of this epidemic.”
He added: “We believe that sports and music are our roles and provide this sense of normalcy.”