Pepsi Co. decided to cut its Super Bowl ads to focus more on its iconic halftime show.
Todd Kaplan, vice president of soda marketing giant, told Variety that cutting ads was helping the Halftime Show become a bigger and better experience for viewers.
“We’re going to double our existing 12 minutes on the Pepsi Super Bowl halftime show in the middle of the Super Bowl and build it like we̵
The vice president of marketing, meanwhile, said other companies spend time in “talking and fighting for 30 seconds” airtime during the biggest sporting event of the year. He said he believes the halftime show is a higher priority now.
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“We want to focus our efforts on turning this critical moment for the brand,” Kaplan said.
In November, Kaplan announced that The Weeknd would be the halftime performer in the Super Bowl LV.
“The Pepsi Super Bowl halftime show is one of the most anticipated performances of the year and we are excited to welcome The Weeknd on stage,” Kaplan said.
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“Pepsi has worked with some of the greatest musicians over the years – from Prince to Lady Gaga, Beyonce, Bruno Mars and more recently Jennifer Lopez and Shakira. After a year that has been largely devoid of live music, we can’t wait to watch The Weeknd transform the world’s biggest stage with its boundless talent and creativity, providing what is sure to be an unforgettable show that will be remember for years to come, “he added.
The Super Bowl LV is scheduled to air on CBS on February 7th.
One way Pepsi hopes to increase excitement is to launch a “digital portal” for fans, PepsiHalftime.com, Variety reported.
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Fans will be able to scan QR codes from limited edition Pepsi bottles and cans to help fans gain access to the site, he said.
Of course, the coronavirus pandemic has replaced entertainment and sports in the last year.
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“There is a desire for a little escapism and entertainment on the surface, without being constantly reminded,” of the effects of the pandemic, Kaplan said.
He added: “We believe that this is the role that sport and music play for us, providing this sense of normalcy.”