The Big Game kicks off in February, and PepsiCo is bringing the snacks.
Today, PepsiCo confirmed to ADWEEK that three brands, Pepsi Zero Sugar, Poppi, and Lay’s, will appear in ads in Super Bowl 60 on February 8. ADWEEK learned each brand will have its own in-game creative; however, PepsiCo wouldn’t share further details.
All three brands had a presence in Super Bowl 59.
For the previous Big Game, Poppi worked with creative agency Virtue Worldwide and media-buying agency Tinuiti, while bringing in creators Alix Earle, Jake Shane, and Rob Rausch as talent. Super Bowl 60 marks the brand’s third time in the Big Game.
Meanwhile, Pepsi Zero Sugar was showcased in a three-minute hybrid ad, which touted multiple Pepsi products, several NFL players, the host of the 2024 MTV VMAs Megan Thee Stallion, and Paramount Pictures’ Gladiator sequel.
The ad was also a callback to a former “Roman Empire”-themed Super Bowl spot featuring Beyoncé, Britney Spears, Pink, Enrique Iglesias, and a cover of Queen’s “We Will Rock You.”
For Super Bowl 59, Lay’s appeared in its one-minute “Little Farmer” ad that came from Highdive and Academy Award-winning director Taika Waititi. That campaign told the story of one of the company’s more than 100 farms in the U.S. and Canada.
These will be PepsiCo’s first Super Bowl campaigns under Mark Kirkham, who became chief marketing officer of PepsiCo Beverages North America earlier this year, succeeding Greg Lyons. Kirkham took the role amid a broader push into zero sugar and brand reinvention.
