PepsiCo altered some of its Super Bowl strategy this year, downsizing its commercial buy around soda and instead concentrating those resources on its half-time show. But with the game taking place in the New York City area, the company also took the opportunity to connect with consumers on the ground on its home turf.
The cola and snacks giant transformed 10,000 square feet of Bryant Park into Pepcity, an enclosed dome where fans can escape the cold and enjoy food, music and art installations. Pepcity is free and open to the public through Saturday from 2:30 p.m. to 6:30 p.m., with concerts starting at 8 p.m.
Jennifer Storms, senior VP-sports marketing, PepsiCo, gave Ad Age a tour.