PepsiCo will likely spend its Super Bowl dollars on snack foods and drinks including Gatorade, instead of on Pepsi products. One issue is that Pepsi, which has pledged $20 million to help communities "refresh" themselves, will undercut its image of social responsibility if it spends millions on Super Bowl ads.
PepsiCo has a reported three and one-half minutes of ad time in Sunday's Super Bowl, and the marketer is still deciding which spots to air in these coveted slots. One spot that will run is a much-publicized 3-D spot for SoBe Life water. Massimo d'Amore, chief executive, PepsiCo North Americas Beverages, said: "There is a pool of ads we're still considering. We have more material than we can air."
Members of the Costco store in North Scottsdale, Ariz., can get a free can of Pomegranate 3D to celebrate the Cardinals going to the Super Bowl. The drink company, based in Phoenix, combines fruit, multivitamins and white tea in flavors including blueberry, mango and green apple, as well as pomegranate.
To counter Coca-Cola Enterprises' success with its Coke Zero soda and Glaceau enhanced waters, PepsiCo will promote its Diet Pepsi Max and SoBe Life Water beverages this year. The marketing push began in February during the Super Bowl.
The rising popularity of noncarbonated beverages and energy drinks has influenced PepsiCo's decision to run Super Bowl spots featuring five of its brands -- Gatorade G2, AMP Energy, SoBe Life Water, Diet Pepsi Max and Pepsi. "We have the chance to give each brand an opportunity to be in the limelight and at the center of pop culture," said Dave DeCecco, a spokesman for Pepsi-Cola North America.