Why PepsiCo Went All-In on the Super Bowl With Nearly $40 Million in Ads

With 6 ads, events and onsite activations, it's a big year for the company

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With six ads and a host of events and onsite activations, Pepsi and Frito-Lay are making Super Bowl 2020 their biggest ever.

PepsiCo Beverages North America CMO Greg Lyons noted that the company is promoting more brands than ever, with five 30-second ads and one 60-second spot.

At $5.6 million per 30 seconds, that means Pepsi is spending over $39 million on broadcast time alone. Factor in the cost of production and celebrity talent, and that price tag is considerably heftier.

Lyons explained that Pepsi is “very fastidious about measurement” and has determined the many millions of impressions are worth the astronomical cost.




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