Q&A: PepsiCo's CMOs on Why 40% of Its Super Bowl Budget Is Going to Digital

Pepsi, Frito-Lay dish on 2016 plans

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

From orchestrating a huge halftime show to crafting TV ads, working digital platforms in real time and activating on-the-ground campaigns, PepsiCo is the undisputed king of Super Bowl advertisers.

This year, Pepsi is the title sponsor of the halftime show, which features a performance by Coldplay, and Doritos will run its 10th and final "Crash the Super Bowl" contest as well as tech-savvy campaigns around San Francisco's Levi's Stadium. And new platforms like Snapchat are shifting more of the conversation to digital, where Frito-Lay and Pepsi are spending 40 percent of the company's investment in this year's game.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in