The PepsiCo-owned brand will ask consumers to
send photos of themselves doing specific movements, such as
shouting, head bopping and feet tapping. The pose requests will
roll out through mid-January, giving consumers a reason to stay
engaged, said Adam Harter, VP-consumer engagement of PepsiCo North
America Beverages. Two 15-second spots, along with 350 out-of -home
ads, will also encourage consumers to participate. Up to 400 of the
photos will be compiled by agency Mekanism into the spot introducing the
"It really begins with the insight that Pepsi consumers want to
be active participants, not observers of life," Mr. Harter said.
Last year Pepsi launched Live For Now, a global campaign meant to
position the brand on the pop culture forefront around the
"The halftime show, just "Brought to you by Pepsi,' may register
some awareness. [With this spot] we're hoping for a bigger takeaway
than just Pepsi is the sponsor," said Angelique Krembs,
VP-marketing for trademark Pepsi. "There's never actually been an
ad in that position. We hope that will change the conversation and
make this not feel like a traditional commercial."
Ms. Krembs believes the unique approach to Super Bowl ad time --
the brand worked closely with the NFL and CBS -- creates a dialogue
and helps the brand's multimillion-dollar outlay work harder. The
average cost for a Super Bowl spot this year is between $3.7
million and $3.8 million.
In the days leading up to the big game, Pepsi will notify the
consumers whose photos will appear in the spot. "That will create a
lot of talk value and pass-along," Ms. Krembs said. "A Pepsi brand
communication going from friend to friend is much more powerful
than brand to consumer."
Pepsi will also be promoting its newest product, Pepsi Next. The
cola, which features 60 calories per 12 oz. serving and 60% less
sugar, went national last March. TBWA/Chiat/Day will be handling creative,
which will keep with the brand's "Drink It to Believe It" tagline.
Given recent sugar concerns, it seems like a smart move. "We're
putting turbos behind [Pepsi Next]," Ms. Krembs said. "We're hoping
it's a smart use of such a big stage."