Pepsi - Now and Then

February 03, 2002 | 1:30

Britney Spears, pop superstar and one of the Super Bowl halftime performers in 2001, takes viewers of the 2002 game through decades of Pepsi advertising in this 90-second musical extravaganza by Omnicom Group's BBDO New York.

A 30-second slot later in the game went to a cut-down of "Now and Then" featuring the musical era chosen by online voting at Yahoo before the game. PepsiCo also ran a spot for the Lipton Brisk brand it sold in conjunction with Unilever, though the celebrities there took claymation form ("Puppets Revolt"). 

As The New York Times' Stuart Elliott observed in his ad review, the approach was an exception to the rule that nostalgia in marketing belonged to Coke, not Pepsi. 

After Pepsi's endorsement contract with Spears ended later that year, the marketer signed on a new talent who would soon achieve one-name fame: "Beyoncé Knowles of the vocal group Destiny's Child," as the Times reported in December 2002:

''We were really looking to take the work in a different direction,'' said Bart Casabona, a spokesman at Pepsi-Cola North America in Purchase, N.Y.

Ms. Knowles, a black singer who earlier this year appeared in the movie ''Austin Powers in Goldmember'' and will release a solo album next year on the Columbia Records label of Sony Music Entertainment, will help Pepsi reach consumers with a wider range of racial, cultural and ethnic backgrounds, Mr. Casabona said. 

....

Ms. Spears appeared in three commercials for Pepsi, which were later edited into six, since their agreement was announced in February 2001, including a 90-second Super Bowl commercial in February in which she sang Pepsi jingles from the 1950's forward.

Director: Super Bowl force Joe Pytka, whose big-game work also includes Pepsi's well-remembered "New Can," Budweiser's "Clydesdale Team," Gatorade's "23 vs. 39" and Sony's "The Trip."

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  • BrandPepsi
  • Year2002
  • AgencyBBDO
  • Superbowl #XXXVI
  • Quarter airedQ1