The soda company is sponsoring the the Feb. 5 game’s halftime show for the fifth straight season, but this year’s sponsorship will be different in that Pepsi isn’t highlighting its signature full-calorie carbonated beverage.
Lady Gaga will headline Pepsi’s halftime show, and she plans to bring out legendary crooner and collaborator Tony Bennett as part of the festivities.
Alongside the crooners, expect to see advertisements for Pepsi’s new Lifewtr bottled water and the new Pepsi Zero Sugar beverage. The move is a departure from the company’s previous sponsorships, where it touted its flagship (and full-sugar) soda.
Meet LIFEWTR, a new premium water that fuses creativity + design for the ultimate source of inspiration & hydration! https://t.co/ArUAUNXzs6 http://pic.twitter.com/GgRMbYRSHp
— PepsiCo (@PepsiCo) December 9, 2016
PepsiCo North America Beverages’ chief marketing officer, Seth Kaufman, said in a statement:
We're particularly proud to promote two zero-calorie products – Lifewtr and Pepsi Zero Sugar – during such a high-profile event as we continue to transform our product lineup to offer beverage choices for every consumer lifestyle and occasion.
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As part of the Lifewtr promotion, Pepsi will also air a commercial featuring an original John Legend number called “Love Me Now.”
Pepsi is working to compete with rival Coca-Cola in the premium bottled water space. Coke’s Smartwater brand is currently owning much of the market share.
"We are starting to see water play a greater role in the repertoire of a consumer’s beverage consumption," Brad Jakeman, president of PepsiCo's Global Beverage Group, told Fortune last December. "I think we are seeing a secular and irreversible trend toward healthier beverages."
Pepsi Zero Sugar, meanwhile, is the rebranded version of Pepsi Max.
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