Pepsi Tries Super Bowl Spot Selection 2.0


NEW YORK PepsiCo today detailed which ads will be running during the Super Bowl, sort of.

The No. 2 cola giant has readied work for Pepsi, Pepsi Max, SoBe Lifewater and G (formerly Gatorade). However, it is hedging its bets as to which creative to run. Instead it is waiting to see which brands are getting the most buzz on the Internet, according to Massimo d'Amore, CEO, PepsiCo Americas Beverages.

"We're following the blogosphere," he said, in order to make "the best possible choice." The company has vowed to be second only to Anheuser-Busch in terms of minutes purchased during the game. It only gave a range of up to four minutes of ads.

All four brands have selected different tacks to garner consumers' attention. Here is a breakdown:

-- SoBe Lifewater is the only sure Super Bowl bet with the first-ever 3-D ad. It stars three National Football League players (Ray Lewis, Justin Tuck and Matt Light) showing off their dance moves along with the brand's lizard mascots. "Sobelieve" is the tagline. More than 125 million pairs of 3-D glasses are being given away at retail. SoBe Lifewater will also air a 15-second ad starring Light. "I never thought I'd be dancing in a Super Bowl ad in my whole life," said Light. The beverage has been completely repackaged (it no longer apes Vitaminwater) and it launched three zero-calorie flavored waters sweetened with Stevia. The Arnell Group, New York, handles SoBe Lifewater as well as Tropicana, which also has been repackaged. New Tropicana TV is on the way as are 25 print executions bearing the tag: "Squeeze. It's natural." Trop 50, sweetened with Stevia for 50 percent less sugar and calories, is on deck for spring.

-- Gatorade's new "G" teaser campaign will likely end with a Super Bowl spot. The brand, which has been repackaged, has been promoting the relaunch with its "What is G?" campaign featuring 28 legendary athletes. G2 will get a new campaign called "Less calories for more athletes." Its Tiger product will be relaunched in April with Vitamin E and half the sugar. Propel will also be revamped this year as more of a lifestyle drink. New packaging and flavors are in the works.

Continue to next page →