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In its 10th year as the official sponsor of the Super Bowl Halftime Show, Pepsi is going big—and long.
The beverage brand is essentially turning the 2021 Super Bowl performance, which will feature three-time Grammy winner The Weeknd, into a national marketing push involving a TV spot, new website and special product packaging.
“We’re putting all our muscle behind the Halftime Show this year,” said Todd Kaplan, Pepsi’s vp of marketing. “We’re expanding the 12 minutes of entertainment into a multi-platform, six-week campaign.”
It kicks off with a 60-second ad, titled “Get Ready,” which shows various people singing and dancing to The Weeknd’s hit song Blinding Lights, along with an appearance by the artist himself.
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