Pepsi-Cola will not run a standalone Super Bowl ad this year but will instead pour all of its money into the brand’s sponsorship of the halftime show featuring The Weeknd.
It marks the first time since 2017 that PepsiCo has opted out of an in-game spot for its flagship cola brand. But the marketer is still spending heavily on the game. It will dedicate a 30-second ad to Mtn Dew from TBWA\Chiat\Day New York that is expected to plug the soda’s new watermelon flavor, called Mtn Dew Major Melon. It is also possible the company could run ads for other beverage or snacks offerings.
The Super Bowl investment behind Pepsi-Cola is still significant. The brand will begin running TV ads starring The Weeknd during this weekend’s National League Playoff games that plug the halftime show. The spot, from Goodby Silverstein & Partners, shows everyday people singing the singer’s hit song “Blinding Lights,” as they go about their lives. The Weeknd appears at the end, before the text “Are You Ready?” and a plug for the show at the Feb. 7 game on CBS.