Starry’s Super Bowl ad has Ice Spice ditching her old soda

The soda wars lead to an awkward encounter with a brokenhearted ex in the Super Bowl commercial from Starry, PepsiCo’s new lemon-lime soda that is taking on Coca-Cola’s Sprite. The VaynerMedia ad stars hip-hop artist Ice Spice, alongside Starry’s cartoon mascots Lem and Lime recounting the reasons for breaking up with her former lemon-lime soda—while the soda, in the form of a sad-eyed man, desperately pleads for another chance. As the mascots flippantly comment on the unfolding drama—“This is intense!” “He’s so vulnerable!”—the tension builds to an explosive finish. “It’s time to see other sodas,” the end card reads. The 30-second ad, directed by Will Speck and Josh Gordon, will air between the first and second quarters of the Super Bowl on Feb. 11 on CBS and Paramount+. The spot is the first Super Bowl ad for Starry, PepsiCo’s punchy entrant in the lemon-lime soda category. The brand, which succeeded Sierra Mist in January 2023, has focused its marketing on Gen Z behind a brand voice that’s optimistic but irreverent. It has been building an audience primarily on social channels including TikTok, along with an NBA/WNBA partnership that resulted in the brand’s only national TV ad until now. That spot, from VaynerMedia, also featured a relationship angle with a surprise finish, showing Keke Palmer falling for a liquid paramour. The tone of Starry’s Super Bowl ad suggests the brand feels it is ready for a major awareness play while confronting its larger rivals, notably Coca-Cola’s category-leading Sprite and Keurig Dr Pepper’s 7-Up. Starry said it is already the No. 3 player in the category. Brands including Poppi and Olipop have also been competing for the Gen Z soda drinker. Like Starry, Ice Spice is making her first Super Bowl appearance. Since exploding onto the scene with the viral hit “Munch (Feelin’ U)” in 2022, Ice Spice has racked up hits and honors including Best New Artist (MTV Video Music Awards), Rookie of the Year (Billboard’s R&B/Rap Power Players) and Best Breakthrough Hip-Hop Artist (BET Hip Hop Awards). She starred opposite Ben Affleck in a September Dunkin’ ad. “Ice Spice is influencing hip-hop by bringing a new signature style to the industry,” Michael Smith, head of brand marketing for Starry, said in a press release. “Similarly, Starry is providing a refreshing burst of crisp, clear lemon lime flavor to a category that’s had limited options until now.” Although Sprite has long played into hip-hop with its marketing, Coca-Cola’s brands have been absent from the Super Bowl in recent years. PepsiCo is a longtime Big Game advertiser and this year also has ads for Mtn Dew and Doritos. Starry will continue to plug its breakup theme in activations around the ad. During the Super Bowl, Starry will encourage fans to break up with their old lemon-lime soda by commenting on social posts with the hashtag #SeeOtherSodas, with the chance to win a trip to see Ice Spice perform at the Coachella Valley Music and Arts Festival in April. Starry mascots Lem and Lime will also be appearing on Tinder: Users who swipe right on them during the Super Bowl or on Valentine’s Day will have the chance to win free Starry, the brand said. And users who make it official and ditch their ex-lemon-lime sodas on Instagram or TikTok will be entered to win a Starry break-up kit including a sweat set, phone ring and custom Valentine’s Day heart candies with custom messages, Starry said. ~ ~ ~CLARIFICATION: A previous version of this story misidentified the ad’s directors based on information provided by the brand.

Starry’s Super Bowl ad has Ice Spice ditching her old soda

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