The Big Game

For Food and Bev, Super Bowl Will Be a Battle of the Brands

Posted by Dale Buss on January 29, 2014 06:50 PM

No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.

But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)

One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.

"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."

The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...

The Big Game

Doritos Names Five Finalists in Annual Super Bowl Commercial Contest

Posted by Mark J. Miller on January 2, 2014 08:01 PM

With game ticket sales already reaching record prices, this year's Super Bowl, the first to ever be played in cold weather, will no doubt attract an extra-large veiwing audience. And all the better for PepsiCo's Doritos brand, which plans to grab attention with another installment of its Crash the Super Bowl commercial contest

Doritos, which upped the stakes this year with by making the contest global, will unveil the winner of its fan-made commercial contest during the game by airing the spot. Five finalists' commercials have been posted on Doritos.com for voting, the winner of which will collect $1 million.

This is the first time in the eight years of the Crash the Super Bowl contest that the company has opened it up to international submissions. The Doritos team will choose a second commercial from the finalist pool to also air during the game. The winners of the first and second-pick will get to work on the set of Marvel’s "The Avengers: Age of Ultron.” All five ads will be judged by a panel that will include Stan Lee, the legendary comics genius who created such characters as Iron Man and Spider-Man.Continue reading...

chew on this

Cheetos-Dusted Wings? Mtn Dew Cocktail? It's All Possible with PepsiCo, Buffalo Wild Wings Deal

Posted by Dale Buss on December 12, 2013 06:16 PM

It may not be long before Buffalo Wild Wings introduces Cheetos-flavored chicken wings to rival Taco Bell's' Doritos Locos Tacos in harnessing flavors direct from a Frito-Lay bagged-chip brand. Because under the new deal struck by the popular restaurant chain and Frito-Lay parent PepsiCo, just about anything combining restaurant food and beverages and PepsiCo IP may be—and could appear—on the table.

The immediate impact of the deal is that PepsiCo beverages, including Pepsi and Mountain Dew, are to replace Coca-Cola as the beverage supplier to one of the nation's hottest restaurant chains.

But recognizing the continued decline in the relative value of soda sales compared with other faster-growing segments of its portfolio, PepsiCo made it clear that the company believes many other dimensions of its new deal with Buffalo Wild Wings could become valuable as well.Continue reading...

The Big Game

SodaStream Plans to Come Back and Squirt Coke, Pepsi in Super Bowl

Posted by Dale Buss on November 4, 2013 04:47 PM

Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.

The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year's telecast while CBS is the network that denied SodaStream's efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream's environmental pitch about "saving" bottles.

"I hope that [Fox] will be a little more courageous than CBS, because CBS's behavior was just pathetic," Birnbaum told the magazine. "CBS chickened out and they just didn't want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs." The un-aired ad has since garnered over 4.9 million views on YouTube.Continue reading...

The Big Game

GoDaddy Tones Down the Tease for This Year's Super Bowl

Posted by Dale Buss on October 31, 2013 03:47 PM

When it comes to Super Bowl advertising strategies, it's not exactly the fourth quarter yet. But merely three months before the Big Game on February 2 on Fox, it's certainly way past halftime.

And so, many brands have been locking down their approaches. In the case of some, the big thing is that they're returning, such as Chevrolet. Other brands will be whizzing past them on the way out of Super Bowl XLVIII in East Rutherford, N.J., including Cars.com and Subway.

Many others plan to stick with the crucial platform that they have made out of Super Bowl and related advertising, including Chrysler and Doritos. Yet others continue to defer from participating, such as Ford.Continue reading...

brand inspiration

Hyundai, Diehard, Even 'Carrie' Hope Their Marketing Memes Last as Long as the Undead

Posted by Dale Buss on October 18, 2013 05:43 PM

The zombie marketing meme seems to be lasting as long as the creatures themselves. Witness the unexpiring hookup between Hyundai USA and The Walking Dead, and a new campaign by—who else?—Diehard Batteries as the latest examples.

Maybe Sears learned something from its zombie-related marketing effort on behalf of its store brand three years ago. In any event, its clever new ad features a couple in distress, the requisite zombie horde, and an unlikely hero: the battery that starts the getaway truck presumably after years of sitting idle.

Meanwhile, Hyundai now has committed to an endless relationship with the hit zombie series The Walking Dead, which started its new season on AMC last weekend as the most popular show on US cable television.Continue reading...

brand roadmaps

Soda Decline Whacks PepsiCo, but Frito-Lay's Global Growth Provides Offset

Posted by Dale Buss on October 16, 2013 05:39 PM

The size and speed of the decline in consumption of Pepsi and even Diet Pepsi in the US market has taken PepsiCo by surprise. Good thing the diversified global snack giant has been able to rely on sales of carbonated soft drinks and other beverages abroad and on improving performance by its Frito-Lay snack business.

Those were among the main takeaways from PepsiCo's earnings report and executive conference call with securities analysts on Wednesday, as CEO Indra Nooyi provided some color behind a mostly positive showing of a 2 percent rise in overall second-quarter revenue, a 35 percent gain in net income including some special factors, and $900 million in productivity gains.

PepsiCo posted strong growth in Asia, the Middle East and Africa across the board and in its Americas-wide snack business. "We have performed well because our portfolio of brands are extensive and strong, our products are on trend and relatedly diverse," Nooyi said on the call. "And we have a broad geographic footprint."Continue reading...

campaigns

Doritos 'Crash the Super Bowl' Campaign Goes Global with $1 Million Prize

Posted by Dale Buss on September 13, 2013 12:41 PM

Frito-Lay loves the response its "Crash the Super Bowl" crowdsourced ads get for Doritos when they run during the Big Game every year, but the brand isn't resting on its laurels. For Super Bowl XLVIII on February 2, the PepsiCo snack house is expanding the program in two important ways.

In its eighth year of the highly successful "Crash" campaign, Frito-Lay plans to open the contest to would-be commercial creators from around the world, all 46 national markets where the 70 varieties of Doritos are sold, eliminating its previous restriction to the United States. Since it began in 2007, the annual contest has invited only American consumers to create and submit 30-second homemade ads celebrating their love of Doritos.

And the ad with the most consumer votes online not only will run during the Super Bowl on Fox from Met Life Stadium but also will garner for the first time a huge cash prize for the creator: $1 million. Plus, that winner and the creator of the ad that Doritos selects as its favorite, which also will run during the game, will have the opportunity to work with Marvel Studios on the set of the next Avengers sequel.Continue reading...

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