Tuesday, January 31, 2012

Pepsi MAX confirms 30-second ad and consumer activation for Super Bowl XLVI

PURCHASE, N.Y., Jan. 30, 2012 -- /PRNewswire/ -- Pepsi MAX, the official soft drink of the NFL, today announced that it will debut a new 30-second spot during the Super Bowl and be part of multiple activities during Super Bowl week in Indianapolis.

The Pepsi MAX commercial entitled "Check-Out" is the newest edition to the brand's playful Cola Wars campaign. The spot depicts a competitor's deliveryman attempting to discreetly purchase a bottle of Pepsi MAX at the supermarket when he unexpectedly becomes the grand prize winner of "Pepsi MAX for Life." As a surprise "on the spot" reporter, Regis Philbin appears to get the embarrassed driver's thoughts on his big win. This role marks Philbin's first television project since leaving Regis & Kelly.

A brand known for featuring great music as part of its Super Bowl ads, Pepsi MAX tapped Sugarland's Jennifer Nettles to record a renowned country ballad to accompany the spot.

"The 'Check-Out' ad was developed to extend the legendary cola wars through a humorous scenario," said Amy Wirtanen, Senior Director, Pepsi Marketing. "The brand has a history of producing star-studded Super Bowl ads, and as one of the most iconic personalities to ever appear on television, Regis Philbin with his witty sense of humor was a funny highlight for this commercial."

A longtime Super Bowl advertiser, Pepsi will also debut the highly anticipated X Factor spot featuring winner Melanie Amaro during the game this year.

In addition to its Super Bowl advertising, Pepsi will participate in several Super Bowl XLVI activities from January 27- February 5 in Indianapolis including:
  • NFL Experience
  • The Pepsi Super Bowl Fan Jam Concert Series
  • Tazon Latino VI Presented by Pepsi
  • Pre-Super Bowl PepsiCo Bash
  • Pepsi Rookie of the Year Award
  • NFL Honors
As an extension of the "Pepsi MAX for Life" Facebook video contest, Pepsi MAX will offer consumers the chance to win Pepsi MAX for life at its footprint at NFL Experience. The "Pepsi MAX for Life" contest, which runs from January 13 – February 13, 2012, gives NFL fans the chance to receive a lifetime supply of Pepsi MAX by recording entertaining videos on why they deserve to win. The Pepsi MAX footprint will also include sampling and a football themed obstacle course. Fans not visiting NFL Experience can go to PepsiMAX.com to participate in the "Pepsi MAX for Life" video contest.

Pepsi is also the official sponsor of the Pepsi Super Bowl Fan Jam Concert Series and Tazon Latino VI Presented by Pepsi, the annual celebrity flag football game featuring notable NFL alumni and Hispanic celebrities.

The popular Univision Pepsi Musica Fan Jam concert, the ultimate Latin music celebration, will take place on February 1 and feature world famous musicians Don Omar and L. Hernandez among others. On February 2, Pepsi will keep the music coming with the VH1 Pepsi Super Bowl Fan Jam, a premier, nationally-televised (live on VH1) concert featuring star-studded performances by Gym Glass Heroes, B.o.B and the All-American Rejects, with guest appearances by top celebrities and NFL players. In addition, Pepsi will hold its annual pre-Super Bowl party on Friday, February 3, featuring musical performances by One Republic and Melanie Amaro. The third Pepsi Fan Jam concert, the CMT Crossroads Pepsi Super Bowl Fan Jam will take place Saturday, February 4 with talent Steven Tyler and Carrie Underwood.

Since 2002 Pepsi has presented the fan selected Pepsi Rookie of the Year award. This year, the Pepsi Rookie of the Year award will be presented during the inaugural NFL Honors award show hosted by Alec Baldwin and airing Saturday, February 4 at 9 PM EST on NBC. As part of the broadcast, a 60-second Pepsi MAX Rookie Audible by Nick Javas will air recapping all five of the Pepsi Rookie of the Year nominees: Andy Dalton, Cincinnati Bengals; Von Miller, Denver Broncos; Cam Newton, Carolina Panthers; Patrick Peterson, Arizona Cardinals; Aldon Smith, San Francisco 49ers. Pepsi MAX is also the presenting sponsor of the AP Offensive and Defensive Rookie of the Year awards.

To celebrate PepsiCo's new partnership with Papa John's, Pepsi MAX will be included in the Papa John's promotion surrounding the Super Bowl. Between January 22 and February 1, Papa John's is challenging America to "call" the coin toss for Super Bowl XLVI at papajohns.com. If America gets it right, all members of Papa Rewards - Papa John's customer loyalty program - will get a free large pizza and a two-liter bottle of Pepsi MAX.

About Pepsi MAX
Pepsi MAX, with its zero calories and maximum Pepsi taste, is one of PepsiCo's billion-dollar global brands and is part of Pepsi Americas Beverages. To learn more about Pepsi MAX, visit Pepsi Max on Facebook at: www.PepsiMAX.com/facebook or on Twitter at: @PepsiMAX.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 22 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.


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