PepsiCo and Frito-Lay want football fans to remember that chips and sips go hand-in-hand with Super Bowl celebrations. That’s why the food and beverage titans have together unveiled a new star-studded spot designed to peddle their goods ahead of game day.
PepsiCo and its subsidiary Frito-Lay today launched a joint campaign titled ‘Road to Super Bowl LVI’ ahead of the big game. The spot takes fans on a raucous ride from a living room where brothers Peyton and Eli Manning are watching playoff football with Pepsi and Lay’s in hand to a party bus driven by Jerome ‘The Bus’ Bettis with Victor Cruz in tow. The destination is the Super Bowl and stopping along the way they have to pick up Terry Bradshaw and of course more snacks and drinks.
The spot aims to shine a light on the starring role that Frito-Lay chips and PepsiCo beverages can play in Super Bowl celebrations – snacks and sodas from Mountain Dew and Bubly to Tostitos and Doritos can be seen in almost every frame. Near the end of the spot, viewers see the catchphrase ‘Don’t Forget The Chips & Sips’ appear across the screen.
The ad, developed by PepsiCo’s in-house creatives, will air on TV and digitally from this weekend through Super Bowl Sunday on February 13.
But for both Pepsi and Frito-Lay, the spot represents just part of their broader Super Bowl LVI efforts. PepsiCo, for its part, is this year’s halftime sponsor. The brand is promoting the show, which will feature acts by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, through its new Pepsi Super Bowl LVI Halftime Show mobile app. Designed to enhance the halftime show experience for fans at home and in attendance, the app offers exclusive sweepstakes opportunities, behind-the-scenes content, creative drops, augmented reality (AR) features and unique digital experiences leading up to the show. Through the app, Pepsi will also give away all-inclusive trips that include sideline passes to the show, flights, hotel stays and footballs signed by concert headliners to a handful of select fans.
Pepsi has remained mum on which of its brands will be featured in TV spots during the game. However, in today’s statement, PepsiCo claims that 90% of households “will be enjoying snacks and beverages together on Super Bowl Sunday,” indicating the massive commercial opportunity presented by the event for its brands.
Frito-Lay, on the other hand, has announced it will run two gameday spots. One will promote new Doritos Flamin’ Hot Cool Ranch chips. The other will see Lay’s return to the Super Bowl after a 17-year hiatus to showcase its limited-edition Golden Grounds – a new chip designed for football fanatics that is made from potatoes grown in soil extracted from NFL stadiums. Frito-Lay will also host an in-person event at LA Live called ‘Calle de Crunch’ (meaning ‘Crunch Street’) in the days preceding the big game.
Finally, in support of local communities, Frito-Lay and PepsiCo Foundation are working together with nonprofit organization GENYOUth to increase access to food for low-income Los Angeles residents. Per today’s release, more information regarding the partnership will be made available in the coming weeks.