Purchase-headquartered PepsiCo (NASDAQ:PEP) has unveiled a new marketing campaign for its Frito-Lay brand called “Taste of Super Bowl.”
The campaign features a new television commercial starring football legends Rob Gronkowski, Marshawn Lynch and Troy Polamalu as they rediscover the taste of victory with confetti bursting from bags of Lay’s, Cheetos and Tostitos snacks. The pop of confetti transports them right back to the feeling of celebrating on football’s biggest stage.
The commercial will debut on television during Super Wild Card Weekend and run through Super Bowl LVIII. It will also be available on digital and social channels. The spot was created by Frito-Lay’s internal creative agency and directed by Peter Berg.
“More than 90% of football fans enjoy snacks and beverages on gameday while they cheer their team on to victory,” said Tina Mahal, senior vice president of marketing, Frito-Lay North America. “With this new commercial, we wanted to harness the power of our iconic brands to extend the victory celebration to viewers and bring the confetti to them.”
In addition to the “Taste of Super Bowl” campaign, Frito-Lay will engage in experiential marketing with its Frito-Lay Chip Strip on the Brooklyn Bridge at the New York, New York Hotel in Las Vegas from Feb. 8-11.
Photo: Rob Gronkowski in the new “Taste of the Super Bowl” commercial
