Want Your Brand to Be a Hit With Consumers? Try Partnering With a Musician

PepsiCo's Super Bowl ads showed how effective the collaborations can be

During the Super Bowl, PepsiCo tripled down on collaborations between musicians and brands—and it paid off. Doritos was the second most-discussed brand on social during the game following its ad starring Chance the Rapper and the Backstreet Boys. Pepsi was the top “share of voice” on social after its Big Game spot featured Cardi B, Lil Jon and Steve Carell aired. And Bubly’s ad with Michael Bublé garnered 8 billion positive media impressions.

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This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.