PepsiCo’s Snack subsidiary plans to air three spots during Super Bowl 2021, which is slated to air on February 7 on CBS: one for Doritos, one for Cheetos and, for the first time, a multi-brand portfolio spot. The Trifecta gives Frito-Lay the company’s broadest Super Bowl presence to date.
Although the company didn’t reveal many details about the spots at the time, the Doritos ad will focus on the Doritos 3D Crunch line from the ’90s. The Cheetos commercial will promote its new Cheetos Crunch Pop Mix, a combination of Cheetos Crunchy and Cheetos Popcorn. A spokesperson said information on ad length and the creative agencies involved in the process was not available at this time.
The portfolio spot, which features a lead up to the big game campaign, features the most NFL players PepsiCo has ever put in a single commercial. Viewers can expect to see Troy Aikman, Deion Sanders, and the brothers Peyton and Eli Manning.
To kick off the season in September, Frito-Lay debuted a similar multi-brand commercial that featured multiple NFL players, from Tom Brady and Rob Gronkowski of the Tampa Bay Buccaneers to Dak Prescott and Ezekiel Elliott of the Dallas Cowboys. Bags from Frito-Lay’s Tostitos, Doritos, Cheetos and Lay’s also appeared.
Both Doritos and Cheetos aired spots in last year’s Super Bowl. Doritos ran a 60-second spot from Goodby Silverstein & Partners with Sam Elliott and Lil Nas X against a bag of Cool Ranch Doritos. Another commercial for the then-new Cheetos Popcorn, also from Goodby Silverstein & Partners, featured a man avoiding unwanted errands and chores because the red and orange dust known as “Cheetle” covered his fingers. MC Hammer’s 90s hit “U Can’t Touch This” played in the background. It was Cheetos’ first Super Bowl ad in over a decade.
Changes in consumption
Changes in shopper behavior during the pandemic have both helped and hurt PepsiCo’s top line. An increase in home dining has increased sales of snacks and prepackaged foods, while closings of restaurants and stadiums have decreased soda sales. After a year-over-year decline in net sales in the second quarter, PepsiCo rebounded and posted a 5.3% increase in sales in the third quarter.
While Frito-Lay typically produces £ 600 million of product in the six weeks leading up to Super Bowl Sunday, the company plans to produce more this year to keep up with growing demand. Frito-Lay notes that the Super Bowl is the “second biggest food day of the year” after Thanksgiving.
Recently, Pepsi announced plans to turn this year’s Super Bowl halftime show with The Weeknd into a national advertising campaign with a TV spot, new website, and limited edition product packaging. However, for the first time since 2017, the brand itself will stop broadcasting an in-game ad.
Along with a handful of other brands, PepsiCo’s Mountain Dew has announced that it will run a commercial in the upcoming game.
CBS charges up to $ 5.5 million to broadcast a 30-second commercial during the big game. That’s a little less than last year at Fox when the network asked for up to $ 5.6 million.