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With BBDO controlling roughly one-quarter of the 56 spots on the big game, Pepsi will lead the way with eight commercials, followed by Gillette with four spots for its new Series line of men’s toiletries. In addition, Frito-Lay has scheduled two spots at halftime to sandwich its Lay’s Super Bowl Halftime Show with Michael Jackson, and Federal Express will air two ads on Super Sunday.
Pepsi’s $7-8 million buy will mark the debut of the second phase of the ‘Gotta Have It’ campaign for brand Pepsi, which will reportedly be more youth-oriented and feature far fewer – or possibly no – celebrities.
Meanwhile, Pepsi will also roll out the first two national image commercials for its new Crystal Pepsi brand with the tagline ‘You’ve never seen a taste like this before.’
BBDO will pave the way for the new Pepsi advertising campaign with teaser spots on all three television networks during the presidential inaugural coverage this week.
While rival Coca-Cola will take a pass on the Super Bowl broadcast for the second straight year, 7-Up will be on the advertising showcase with three new commercial spots in the fourth quarter from Leo Burnett/Chicago.
The new 7-Up campaign will seek to position the brand against other non-colas for the first time, according to marketing head Russ Klein.
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