Promotion of the Frito-Lay commercial in the Super Bowl.
Frito-Lay
Frito-Lay said it is planning three Super Bowl ads next month, including one highlighting NFL stars Peyton and Eli Manning, Troy Aikman and Deion Sanders.
The PepsiCo subsidiary said that a local will highlight the Doritos 3D Crunch, the 90s snack that the company said it was recently reviving. The third spot will promote the Cheetos Crunch Pop Mix, which was released Monday and mixes Cheetos with Cheetos Popcorn.
The announcement with the NFL players will be a portfolio announcement running just before the game begins on February 7 at Raymond James Stadium in Tampa, Florida. It will be part of Frito-Lay’s broader marketing campaign, launched before the game, but the company declined to provide details or timeline. The other two will be played during the game.
While the Super Bowl LV may look different from the previous 54 league games because of the pandemic, the company said it still expects the broadcast to be the most watched event of the year and a priority for the company’s marketing plan. Frito-Lay said the consumption of snacks had a big gain during the Covid pandemic.
NFL commissioner Roger Goodell said in mid-December that the organization had not yet decided on the seating capacity for the game, saying it would work with public and health officials to make decisions closer to the game. In November, the league planned to limit the game’s capacity to 20%, CNBC reported.
Frito-Lay joins brands like M&M, Pringles, Toyota and TurboTax, which have already said they will advertise during the game. Frito-Lay’s sister brand, Pepsi, is doubling its sponsorship of the break presentation with a campaign starring The Weeknd, but is not buying an ad slot in this year’s game. The 30-second ad time intervals cost about $ 5 million to $ 6 million this year.
But this year’s event on CBS will be an event unlike any other for brands, which will have to reach the right tone in their messages in the midst of Covid.