PURCHASE, NY: PepsiCo secured a contract for a total of six consumer-generated Super Bowl spots – three for Pepsi Max and three for Doritos – as part of its “Crash the Super Bowl” program that debuted five years ago. It's the company's most significant Super Bowl activation that includes both a food and beverage brand within the same program, explained Peter Land, SVP of beverage communications at PepsiCo.
It's also the company's first big Super Bowl announcement since last year's exclusively digital promotion for the Pepsi Refresh Project.
“It's been a great program for Doritos for many years, and there was a sense that we had to take consumer engagement to the next level,” he said.
“Last year, the Refresh Project was more digital and there was more of a social media energy, but Pepsi Max at the Super Bowl is an amazing platform,” he added. “We want to deliver the message to hundreds of millions of people at one time.”
He added that Pepsi Max, which recently launched with a new campaign touting its zero-calorie benefit, has a similar audience to that of Doritos.
To promote the program, the team, including Ketchum on Doritos and Edelman on Pepsi Max, is hosting an event in Los Angeles where Goodby, Silverstein & Partners' Jeff Goodby and TBWA\Chiat\Day's Rob Schwartz will offer advice on creating an impactful Super Bowl ad.
The campaign encourages consumers to strive for a top spot in the USA Today ad meter for a significant monetary prize from both USA Today and PepsiCo – the company will shell out up to $5 million - as well as the chance to win a contract to create an additional ad for the two brands in 2011.
Participants can upload creative materials between September 27, 2010 and November 15, 2010.
Land said that Gatorade is the third large brand investing in the Super Bowl, but he could not yet discuss details of the activation.