Q&A: PepsiCo's CMOs on Why 40% of Its Super Bowl Budget Is Going to Digital
From orchestrating a huge halftime show to working digital platforms in real time, PepsiCo is a strong Super Bowl advertiser.
This year, Pepsi is the title sponsor of the halftime show, which features a performance by Coldplay, and Doritos will run its 10th and final "Crash the Super Bowl" contest as well as tech-savvy campaigns around San Francisco's Levi's Stadium. And new platforms like Snapchat are shifting more of the conversation to digital, where Frito-Lay and Pepsi are spending 40 percent of the company's investment in this year's game.
Adweek spoke with Pepsi CMO Seth Kaufman and Frito-Lay CMO Ram Krishnan about what the brand has in store for Super Bowl 50. According to Krishnan close to 40 percent of the company's investment will be on digital because that's where consumers are having conversations.
"That's not to say that we're ignoring the television screen—obviously, we're spending big dollars on the Super Bowl game day. But that itself is not enough to have a two-way conversation with a consumer."
For the full Q&A from Adweek click here.
This year, Pepsi is the title sponsor of the halftime show, which features a performance by Coldplay, and Doritos will run its 10th and final "Crash the Super Bowl" contest as well as tech-savvy campaigns around San Francisco's Levi's Stadium. And new platforms like Snapchat are shifting more of the conversation to digital, where Frito-Lay and Pepsi are spending 40 percent of the company's investment in this year's game.
Adweek spoke with Pepsi CMO Seth Kaufman and Frito-Lay CMO Ram Krishnan about what the brand has in store for Super Bowl 50. According to Krishnan close to 40 percent of the company's investment will be on digital because that's where consumers are having conversations.
"That's not to say that we're ignoring the television screen—obviously, we're spending big dollars on the Super Bowl game day. But that itself is not enough to have a two-way conversation with a consumer."
For the full Q&A from Adweek click here.