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

Pepsi, Frito-Lay dish on 2016 plans

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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.

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