Wild Cherry Pepsi: Good With a Game?

NEW YORK Pepsi’s latest spot touting its Wild Cherry cola features people who get much too excited about football.

The 30-second commercial, which was created by Omnicom Group’s BBDO in New York, shows viewers enjoying a football game. As the team they’re rooting for scores a touchdown, a fan getting drinks from a refrigerator begins to gyrate. He gets so excited he jumps up and his hands go through the roof of the apartment, leaving him suspended from the ceiling.

As the announcer says a flag has been called on the play, someone downstairs has a similar fit of euphoria and a pair of hands bursts through the floor.

“Make this the wildest NFL Playoffs ever with the new bolder taste of Wild Cherry Pepsi,” a voiceover states. The tagline: “It’s the cherry cola.”

Pepsi, based in Purchase, N.Y., spent about $4 million advertising its Wild Cherry flavor in both 2000 and 2001, but the line extension has been virtually dormant in terms of measured media over the last three years, according to Nielsen Monitor-Plus.

Don Schneider served as executive creative director on the spot. Sherrod Melvin was assistant art director and Jason Hoff was copywriter. Rocky Morton of MJZ directed. The spot broke last weekend during NFL broadcasts.