As Chris Heine mentions over here, Pepsi is having a busy Super Bowl Sunday already. And part of it involves a humorous dig at Coca-Cola, as Pepsi has posted a video purporting to show behind-the-scenes footage from Coke's Super Bowl set—with the actors working tirelessly to get a Pepsi Next out of a vending machine. Pepsi was blunt with its tweet linking to the video, too.
— Pepsi NEXT (@PepsiNEXT) February 3, 2013
The 60-second "Coke Chase" video will air during the first quarter of tonight's broadcast on CBS. It directs viewers to CokeChase.com, where they can help determine the outcome of a race across a desert. Pepsi is expected to air two 30-second spots—one promoting its flagship soda and introducing the halftime show, starring Pepsi spokeswoman Beyoncé; and this one for Pepsi Next, which is tied to a major product giveaway.
UPDATE: Coke has responded to the Pepsi video. See below. It's not quite a worthy counterpunch, but hey, nice quick turnaround.