Pepsi has made a lot of noise at the Super Bowl over the years, from Cindy Crawford’s iconic 1992 spot and the 1995 ‘Inner Tube’ spot, to the soft drink brand’s ongoing sponsorship of the big game’s halftime show.
Pepsi today unveiled this year's global creative campaign, titled ‘Pepsi Generations’ and a return of Crawford during the game. The campaign, according to a release, is a “celebration of the brand's rich history in pop culture for 120 years.”
The campaign kicks off in February with the debut of an in-game advertisement during Super Bowl LII and the Pepsi Super Bowl LII Halftime Show, as well as a Pepsi Generations Live pop-up that will be at key cultural moments across the US throughout the year, starting with the Super Bowl in Minneapolis. Pepsi Generations comes to life at the point of purchase with the limited-time introduction of retro packaging as well as the return of the Pepsi Stuff loyalty program.
"Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation," said Chad Stubbs, vice president, marketing, Pepsi Trademark, North America. "2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives."
Introducing the campaign will be a 30-second in-game ad called ‘This is the Pepsi’ and will feature iconic celebrities of Pepsi's past and present, including a new take on the famous 1992 Pepsi Super Bowl advertisement starring Crawford and this time, also her son Presley Gerber.
The Pepsi Generations campaign will roll out in more than 55 markets around the world across the full Pepsi portfolio – Pepsi, Pepsi Zero Sugar and Diet Pepsi – throughout 2018.
"To this day, people come up to me to talk about how much they loved my original Pepsi spot from '92," said Crawford in the release. "The commercial was a big moment for me and has spanned generations. I am proud to play a role in this iconic pop-culture phenom and excited for fans to see our new take on the Pepsi spot during Super Bowl."
At the game on February 4, Justin Timberlake will headline the Pepsi Super Bowl LII Halftime Show. Leading up to the game, fans can visit PepsiHalftime.com for behind-the-scenes looks into Timberlake’s journey to the Pepsi Super Bowl LII Halftime Show. Some lucky fans were also given the chance to win sideline passes to see him perform live at U.S. Bank Stadium through a social media campaign, #PepsiHalftimeLive. This is the sixth consecutive year Pepsi has sponsored the halftime show.
In the 10 seconds before the Pepsi Super Bowl LII Halftime Show, the brand will count down to Justin's epic performance with an unforgettable lead-in.
In addition, Pepsi will make a nod to its legacy by reintroducing its iconic vintage design on regular Pepsi products for a limited time. Beginning Jan. 29, the retro packaging will be available at major retailers nationwide in two-liter bottles, 20-oz. bottles and 12-oz. can 12-packs. This packaging release in select markets around the world will be the first in a series of limited-edition packaging unveiled in 2018 across the trademark, including Pepsi, Pepsi Zero Sugar and Diet Pepsi.
Pepsi will also present a series of pop-up exhibits in the US throughout the year featuring pop-culture milestones in Pepsi history, guiding fans through the evolution of how Pepsi's history has connected with people over generations, kicking off at the Super Bowl with the presentation of the 2017 Pepsi NFL Rookie of the Year award.
The brand is also returning to its Pepsi Stuff loyalty program first released in 1996. Similar to the first Pepsi Stuff campaign, the promotion features classic Pepsi designs across a range of lifestyle premiums – such as vintage T-shirts, hats, LED signs, varsity jackets, coolers, bikes and more – that can be redeemed with Pepsi Points through PepsiStuff.com.