Pepsi debuts ‘gametime fridge TV’ in time for football season
Diehard football fans shudder to think about missing the biggest play of the day while getting up for a drink or snack while the game is on. This football season, Pepsi is awarding one lucky fan a one-of-a-kind TV and built-in fridge, so that this sacred experience goes uninterrupted.
Imagine never getting up and missing a moment of football – because the fridge is right where the TV is. Pepsi has made that a reality this fall with ‘The Pepsi Gametime Fridge TV,’ a stunt in tandem with two ads highlighting Pepsi Zero Sugar.
The campaign comes after the brand renewed its nearly 40-year-long partnership with the NFL earlier this year. “As a longtime NFL partner, Pepsi has always looked for new and innovative ways to enhance the football watching experience,” chief marketing officer of Pepsi Todd Kaplan said in a statement.
With a 55” 4K LED screen and wall-mounted refrigerator befitting 16 soda cans, the Pepsi Gametime Fridge TV is designed to enable game-watchers to “unapologetically enjoy a full day of football watching every weekend without having to miss any of the action,” Kaplan said in a statement. The fridge was designed in partnership with Vayner Media, a New York-based media agency.
For those curious about the Pepsi Gametime Fridge TV, the brand will award the fridge to one lucky watcher in a nationwide sweepstakes. To enter, fans must share who they’re excited to spend gamedays with this football season and tag Pepsi’s Twitter and Instagram, along with the #GametimeFridgeTV and #PepsiSweepstakes hashtags before August 20 at 11.50pm ET.
Pepsi is also running two new national television spots during the NFL Kickoff next month that combine the brand’s NFL partnership with its award-winning #BetterWithPepsi campaign. Developed by creative agency CLS, the spots highlight football fans getting lost in the bliss of pairing Pepsi Zero Sugar with their favorite foods and game. The first, ‘Grillmaster,’ shows what can go wrong at a tailgate, when the guy in charge finds out how much better his burger tastes with Pepsi Zero Sugar, while ‘Blocking the Kick’ depicts a fan so enamored with his pizza-drink combo that he almost ruins the game for his friends.
Throughout NFL season, Pepsi will unveil additional consumer engagement opportunities in the forms of digital and linear content, national and local fan-forward activations and more.