This Tremendous Bowl Sunday, Pepsi is betting large on its zero sugar product with two devoted in-game spots starring comedic icons Ben Stiller and Steve Martin.
However as soon as soccer followers truly catch a glimpse of the model’s newest work, they may discover themselves asking, “Are these two performing in my finest pursuits, or are they only performing?”
Deviating from its extra pop-heavy advert roots, the model debuts its “Nice Performing or Nice Style” marketing campaign for Pepsi Zero Sugar that includes the 2 comedy veterans. This Massive Sport effort marks the model’s first in-game product push in three years in addition to the primary return altogether since ending its illustrious partnership with the Halftime Present in 2022. The marketing campaign additionally serves as a Tremendous Bowl debut for each Stiller and Martin.
In two minute-long spots, the actors contact on the operate of main celebrities in promoting. As they cycle by the methods actors believably convey sure feelings, followers of Stiller and Martin get fast glimpses of the comedic chops which have hooked audiences over time. Ultimately, the model leaves the viewer with the choice to strive the product for themselves as an alternative of merely accepting the phrase of its endorsers.
“It actually comes all the way down to a common fact: the artwork of performing is admittedly the artwork of creating someone really feel or assume one thing that’s actual when it’s not actual,” stated Pepsi’s CMO, Todd Kaplan, to Adweek. “And that’s actually the crux of what this idea is. The one option to know what’s actual is to do one thing your self.”
Stiller’s spot additionally incorporates two necessary cameos: SNL alum Rachel Dratch and Zoolander, the loveably clueless supermodel that Stiller first dropped at life in 2001.
The work was made in collaboration with company VaynerMedia, manufacturing firm Caviar and director Jorma Taccone of comedic group The Lonely Island, who can also be making his Tremendous Bowl directorial debut.
Savoring the second
Along with the spots, Pepsi is providing as much as 10 million free cans and bottles of Pepsi Zero Sugar to these eager to strive the drink for themselves. Curios followers can textual content “FREE ZERO” to 81234 for an opportunity at a comped drink.
Kaplan additionally notes that the model plans to spark dialog surrounding all the evening’s promoting.
“We’ll be doing a takeover on Twitter,” he shared. “We’ll have the primary slot of probably the most promoted tweet all through the day, and we’ll be selling this hashtag #RealorActing to gas a debate that asks, did [the celebrity endorser] actually take pleasure in that product, or is that simply an actor?”
A unique style
The high-profile Tremendous Bowl marketing campaign helps Pepsi Zero Sugar’s new recipe, which launched earlier this yr. Geared up with a brand new sweetener system that enhances the candy style whereas decreasing caffeine, the model hopes to significantly deal with its traditionally sweeter-tasting rivals like Coke Zero Sugar and Eating regimen Dr. Pepper.
Because the zero sugar motion within the beverage sector continues to pattern upward, Kaplan says the model is able to make a splash.
“It is a important product for us,” stated Kaplan. “This class is a must-win battle for us, and that is the place all the expansion in cola is admittedly coming from— the zero sugar area. Now that we’ve lastly unlocked an advantaged product, we need to put all the things towards it and make this as nice as it may be.”
So, with a brand new style comes a barely totally different method to connection, therefore swapping out the large musical quantity with one thing a bit extra methodology—or meta.
Stated Kaplan, “As an advertiser and marketer that has completed all kinds of issues with musicians and actors over time, we stated, ‘Wouldn’t or not it’s enjoyable if we performed with that rigidity and take folks on a journey of their craft of performing?’”
