PepsiCo and Anheuser-Busch InBev are teaming together again, this time for in-store Super Bowl promotions that will place Bud Light alongside Pepsi and Doritos with the tagline "Super Bowl. Super Team. Super Party." "In-store marketing and merchandising is getting more and more important, and having these three brands on the same displays could potentially be very powerful," says John Sicher, Beverage Digest's editor and publisher.
PepsiCo will take center stage when Simon Cowell's "The X Factor" reality singing show makes its Fox network debut Sept. 21. As the show's lead sponsor, spending as much as $60 million for that title, the soda company has been integrally involved in the production, Cowell said. Pepsi logos will be prominently displayed on the set, and the show's winning songster will appear in a Pepsi ad to be aired during February's Super Bowl.
To counter Coca-Cola Enterprises' success with its Coke Zero soda and Glaceau enhanced waters, PepsiCo will promote its Diet Pepsi Max and SoBe Life Water beverages this year. The marketing push began in February during the Super Bowl.
A new ad campaign from PepsiCo uses its classic taste-test challenge to suggest that Diet Pepsi has "more cola taste" than rival Diet Coke. The ad campaign, by Omnicom Group agency DDB, will be accompanied by a wide-ranging promotion that involves the giveaway of 3 million cans of soda.