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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.
Pairing musicians and brands like PepsiCo’s Super Bowl ads, including deals beyond just the typical product placement in a music video, could be quite fruitful for both parties.
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