After a rough pandemic year in which numerous big brands opted out of the Super Bowl, it appears that Madison Avenue has been returning to the big game in full force for 2022. In fact, NBC Sports noted back in September that most advertising inventory has been sold out, with many 30-second spots going for as much as $6.5 million. Two big spenders, Pepsi and Frito-Lay, teamed up this year on a joint campaign to highlight the importance of “chips and sips.”
The “Road to Super Bowl LVI” also makes ample use of celebrity appearances, as Peyton and Eli Manning are featured watching playoff football while drinking Pepsi and snacking on Lay’s while sitting in a party bus with Victor Cruz and driven by Jerome “The Bus” Bettis. As the group heads towards the Super Bowl, they stop along the way for more snacks, drinks, and to pick up Terry Bradshaw. Top brands from both Pepsi and Frito-Lay, including Mountain Dew, Bubly, Tostitos, and Doritos can be seen throughout the two-minute spot.
The joint campaign is just the beginning for these powerhouse brands. Pepsi has signed on as the main sponsor of the Super Bowl Halftime Show and claims that 90% of households “will be enjoying snacks and beverages together on Super Bowl Sunday.” Meanwhile, Frito-Lay will host an in-person event at LA Live called “Calle de Crunch” in the days right before Super Bowl Sunday. Moreover, it is planning to run two of its own spots on game day – one to promote its new Doritos Flamin’ Hot Cool Ranch (featuring Megan Thee Stallion) and another that spotlights Lay’s return to the Super Bowl after 17 years. The latter specifically refers to Lay’s Golden Grounds, which Frito-Lay literally produced from potatoes grown in soil extracted from NFL stadiums – marketing from the “ground up” that NFL diehards will likely appreciate.
When Super Bowl LVI airs on NBC and streaming service Peacock on February 13th, both Pepsi and Frito-Lay are now in a great position to connect with their customer base. According to Interpret’s New Media Measure®, Frito-Lay brands such as Doritos, Cheetos, and Lay’s, are among the most regularly purchased snacks among consumers who follow the Super Bowl. Pepsi remains quite popular as well among Super Bowl followers, but the soda trails Coca-Cola, 24% vs 29%.