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PepsiCo is going into the 2022 Super Bowl with a strategy of mashing up quite a few household names—and not just Pepsi halftime show performers Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar and Dr. Dre.
Building on a tactic that was rare until recent years, the beverage and snack giant will be packing multiple brands into an ad. One goal, of course, is to save money, though when done correctly, the approach can also highlight similarities or complementary aspects shared by brands.
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