PepsiCo will put Mtn Dew in the Super Bowl for the first time since 2000 with an in-game ad for the Kickstart line extension.
The buy, which was confirmed by a PepsiCo spokeswoman, marks another major marketing investment in Kickstart, which debuted in early 2013. PepsiCo recently used Kickstart to jumpstart its new National Basketball Association sponsorship with ads featuring NBA star Russell Westbrook.
The Super Bowl spot is by Mtn Dew agency BBDO, New York. PepsiCo previously confirmed that brand Pepsi will get an in-game ad in addition to sponsoring the Super Bowl halftime show. PepsiCo's Frito-Lay division will also run one Super Bowl ad for Doritos as part of the "Crash the Super Bowl" contest, which is in its tenth and final year. The past few years, Doritos has aired two "Crash" ads.
Mtn Dew last ran a Super Bowl ad in 2000, when two spots aired. One of the spots showed a race between a biker and a cheetah. The other ad featured a remake of the Queen song "Bohemian Rhapsody."