Claiming PepsiCo was all over the place throughout Tremendous Bowl 58 would wildly understate issues.

The corporate went to the Tremendous Bowl host web site in Las Vegas, turned the Luxor’s pyramid right into a big Doritos advert, let followers get married in a Cheetos chapel at its Frito-Lay “Chip Strip” activation and unleashed actors/model characters Dina and Mita in town to advertise Doritos Dinamita. That’s all earlier than it pours a drop of the drinks it promoted with a number of Massive Recreation advertisements.

In a Commerceweek dialog with ADWEEK senior editor Robert Klara in New York, PepsiCo Drinks North America svp of selling Stacy Taffet famous that greater than half of households in the US have a PepsiCo product in them on Tremendous Bowl Sunday. On that day, the corporate seems to be to “amplify manufacturers that might use mass consciousness” and use the Tremendous Bowl’s greater than 124 million viewers to push a model by means of the remainder of the 12 months.

“We use the Tremendous Bowl not solely to promote our manufacturers … but in addition to drive gross sales,” Taffet stated. “When you’ve been in a Walmart or a grocery retailer earlier than the Tremendous Bowl, you’re gonna see big PepsiCo shows of our merchandise and many worth, and we’re encouraging individuals to benefit from the Tremendous Bowl with PepsiCo merchandise.”

PepsiCo launched its lemon-lime Starry model simply after the 2023 Tremendous Bowl throughout final 12 months’s NBA All-Star Weekend. This 12 months, after racking up half a billion {dollars} in gross sales and making its approach into 10% of U.S. households, Starry and old-school cell-shaded animated mascots Lem and Lime bought their first Tremendous Bowl advert with Ice Spice to succeed in the 60% of U.S. shoppers who’d by no means heard of the model.

Contemplating PepsiCo had burned by means of a number of lemon-lime manufacturers all through the a long time—together with Teem, Slice and Sierra Mist—hitting its target market with a well-recognized face and a breakup equipment that includes fuzzy slippers and Starry-flavored ice cream supplied some wanted relevance.

“Getting actually laser targeted on Gen Z is important not simply when it comes to what the product tasted like and the way we formulated it, but in addition how we constructed the model … which may be very a lot rooted in Gen Z tradition,” Taffet stated. “Ice Spice is a darling for that technology, and even the thought of ‘it’s time to see different sodas’ is relationship tradition, breakup tradition, superstar relationships—that may be a actually scorching subject proper now amongst that technology.”