Starry’s first Super Bowl ad will star Ice Spice

Breakout rap star Ice Spice will star in a Super Bowl ad for Starry, PepsiCo’s 1-year-old lemon-lime soda brand. It will be the first Super Bowl ad appearance for both Ice Spice and Starry. Ice Spice is a Grammy-nominated rapper and winner of MTV’s 2023 Best New Artist award who in October performed as the musical guest on “Saturday Night Live.” She will appear alongside Starry’s mascots, Lem and Lime, in the Super Bowl ad. VaynerMedia is the creative agency on the ad. Super Bowl commercials Tracking the latest brand and agency plans Enter here Starry has been courting the youth market since arriving on store shelves last January as a replacement for Sierra Mist. PepsiCo officials are hopeful the Generation Z-focused brand can make inroads against Coca-Cola’s Sprite, the longtime leader in the lemon-lime soda category. It is not the only brand using Ice Spice in an attempt to reach Gen Z—the rapper last year appeared in an ad for Dunkin’ along with Ben Affleck that promoted a fall drink it dubbed Ice Spice Munchkins. She even has a partnership with Chia Pet. Read more on Ice Spice’s social media popularity Starry’s target customers are “irreverent optimists,” Michael Smith, head of brand marketing for Starry, said during an episode of Ad Age’s Marketer’s Brief podcast. He described them as young people who maintain a positive outlook amid society’s flood of negative news, and find respite in the offbeat and weird. Starry’s brand personality is described as “weirdly refreshing.” Starry has been driving trial and awareness through basketball, signing on last year as the official soft drink of the NBA, the WNBA and NBA G League in North America. The brand has also been active on social channels, particularly TikTok, where it has leveraged mascots Lem and Lime. @starrylemonlime confusion never tasted so good #mascots #mascotsoftiktok ♬ original sound - Miss.newarni 🧋 The brand declined to say how long the Super Bowl ad was or when it would appear in the game. PepsiCo-owned Mtn Dew earlier confirmed plans to advertise in the Feb. 11 game on CBS. PepsiCo, which has an NFL sponsorship, typically advertises at least one of its snack brands in the game, but has yet to publicly confirm those plans. In last year’s Super Bowl, PepsiCo ran two ads for Pepsi Zero Sugar, one ad for Doritos and one spot for PopCorners.

Starry’s first Super Bowl ad will star Ice Spice

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