Why Companies Are Increasingly Taking New Brands and Products to the Super Bowl Stage

Kraft-Heinz, Anheuser-Busch and PepsiCo all have brand debuts in the Big Game this year

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

During the biggest advertising event of the year last year (a.k.a. the Super Bowl), PepsiCo introduced two new products: lemon-lime Mountain Dew Ice and spicy Doritos Blaze. The more than 103 million people who tuned into the Big Game witnessed an epic rap battle between Morgan Freeman and Peter Dinklage, with the help of Missy Elliott and Busta Rhymes, respectively.

That ad garnered more than 9.6 billion media impressions and won the “Blitz” award in the first Twitter Brand Bowl for having the highest velocity of most tweets per minute, according to PepsiCo.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in