- According to Pepsi-Co and Frito Lay (a Pepsi subsidiary) CMOs, Super Bowl TV spots are just part of larger marketing strategy around the game in what was described in a Business Insider article as the culmination of a six month conversation with consumers.
- In terms of total Super Bowl ad spending, Frito-Lay CMO Ram Krishnan told Adweek that digital would take up 40% of the budget because “that's where consumers are having conversations.”
- As far as it's digital strategy, Krishnan told Adweek the company would be making use of multiple social media platforms, and mentioned Twitter and Snapchat.
Pepsi Chief Marketing Officer Seth Kaufman told Business Insider that part of Pepsi’s strategy is to have conversations on different platforms throughout the game, explaining, “It’s now a two-way conversation between the brand and the consumer."
An AdParlor survey from December about Super Bowl marketing backs that point up. The survey found one-third planned on only marketing via social media to avoid the expensive Super Bowl TV spots.
Kaufman and Krishnan also pointed out Super Bowl marketing has evolved past just TV ads because people consume media in different ways in today’s multi-screen age. "The generation Z consumers are now our core target — most consumers are already digitally native and they’re content creators. They have their own social networks," Krishnan told Business Insider.
Along with its digital strategy and TV spots, Pepsi will also have in-stadium marketing planned at the game and is sponsoring the halftime show featuring Coldplay and Beyonce.