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Pepsi returns to the Super Bowl in 2012
PepsiCo has announced that Pepsi will return to the Super Bowl in 2012 with two TV commercials.
The two commercials planned for the 2012 Super Bowl include a Pepsi spot featuring the winner of this season’s The X Factor.
Pepsi will complement the TV spots with a 360-degree activation that includes digital and retail extensions, as well as on-site activities in Indianapolis, the site of Super Bowl XLVI.
“The Super Bowl is a defining moment in American culture and we’re excited to be back in a big way in front of more than 100 million viewers,” said Simon Lowden, CMO, PepsiCo Beverages Corporation. “Pepsi has a legacy of unforgettable Super Bowl advertising and this year we’re taking it to the next level by featuring the winner of The X Factor and some other famous faces in a Pepsi commercial.”
History
Pepsi began advertising during the Super Bowl in 1987. In the 23 years of US Today’s Ad Meter Super Bowl rankings, Pepsi has earned the #1 spot six times and has been ranked in the top five 10 times.
In 2010, when Pepsi didn’t advertise on the game, Nielsen reported Pepsi was the second most talked about brand leading up to the game.
Pepsi Super Bowl ads that have ranked in the top five of the Ad Meter include:
- 2011 – Love Hurts, Pepsi Max, #5
- 2004 – Bears Find Food and an Empty Pepsi Cooler in a Cabin, Pepsi, #2
- 1998 – Man Sky-Surfs with Goose, Pepsi, #1
- 1997 — Bears Dance to YMCA, Pepsi, #1
- 1996 – Camera Catches Coke Driver, Pepsi, #1
- 1995 – Boy Sucked Into a Bottle, Pepsi, #1
- 1995 — Pepsi/Coke Truck Drivers in Diner, Pepsi, #2
- 1995 — Vending Machine Won’t Take Bill, Pepsi, #3
- 1994 – Chimp Flees Lab for the Beach, Pepsi, #1
- 1991 – People Worldwide Sing Ray Charles’ Jingle, Diet Pepsi, #1
Pepsi will kick-off its countdown to the Super Bowl in late December with Pepsi Max, the official soft drink of the NFL, debuting an advertisement starring New York Jets quarterback Mark Sanchez, Coach Rex Ryan and the Pepsi Max driver during the Christmas Eve match-up between the Jets and their hometown rival New York Giants on Fox.
The spot entitled Locker Room is directed by Joe Pytka, with creative by TBWA/Chiat/Day.
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Source: PepsiCo
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