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Frito-Lay is reminding viewers to stock up on all of its chips before the big game, and rubbing it in that it doesn’t have to say “Big Game” in its ads. Frito-Lay has the rights to say “Super Bowl” as an official National Football League sponsor, while other brands spending millions to air in-game ads can only use phrases such as “Big Game.”
Witness Molson Coors, which recently plugged a round of local ad buys for its Saint Archer Gold brand by saying they would air on “regional Fox affiliates across the U.S. during the pro football championship game on Feb. 2.” Rival Anheuser-Busch is the NFL’s official beer sponsor.
Frito-Lay is making the most of its status, saying “Super Bowl” eight times in its latest in-house spot. The 30-second spot features retired NFL stars Deion Sanders and Terry Bradshaw sitting down to watch the game with bags of Cheetos, Doritos, Fritos, Lay’s, Ruffles and Tostitos. There are also quick shots of cans of Pepsi and Pepsi Zero Sugar. After all, that sibling brand is also a Super Bowl sponsor. Frito-Lay’s other plans include a “Casa de Crunch” activation at Super Bowl Live, the fan fest area in Miami, including a Lay’s living room; Cheetos and Doritos rooms with themes related to their in-game ads; and a Tostitos kitchen.