Cannes Lions

Pepsi Super Bowl 55 Halftime Show

PEPSICO, Purchase / PEPSI / 2021

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Overview

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Credits

Overview

Background

The Pepsi Super Bowl Halftime Show is the most watched and one of the most talked about moments in music and entertainment. Millions tune in to witness the powerful 12 minute performance, on the world’s biggest and most iconic stage.

However, last year, the world shut down and live music, as we knew it, came to a halt. For an entire year, live music events, from open mic nights to show stopping arena tours, were put on pause. The Pepsi team set out to ensure it was bringing back the biggest live music event of the year in a way that would excite and engage consumers after a year devoid of live performances. Pepsi wanted to promote the Super Bowl Halftime show from a whole new perspective.

Pepsi wants to build cultural affinity and brand affinity with our consumers through the Halftime Show Experience, and dominate social conversation with consumers

Idea

Pepsi’s brand purpose is about enabling and providing moments of unapologetic enjoyment for consumers in their every-day life. The brand wanted to bring the unapologetic enjoyment that is unique to the halftime show to life for consumers in a way never done before.

In partnership with the NFL and Roc Nation, instead of bringing just one night of the halftime show to fans around the world, Pepsi went all in and turned the performance into a campaign that ran over a month long, before The Weeknd even stepped foot on stage.

We showcased every moment of preparation, planning, practicing, rehearsing for the 12 minute show, creating a 6 week immersive experience for consumers.

We aired multiple commercials highlighting The Weeknd, wanted to give consumers behind the scenes never before seen footage and bring them closer to the show with an interactive AR experience.

Strategy

Instead of bringing just one night of the Halftime Show to fans around the world, Pepsi went all in and turned the performance into a campaign that ran over a month long, before the Weeknd even stepped foot on stage.

Grounded in unapologetic enjoyment, Pepsi brought consumers even closer to the action than ever before. We showcased every moment of preparation, planning, practicing, rehearsing for the 12 minute show, creating a 6 week immersive experience for consumers.

We built up consumer anticipation throughout January with TVC's highlighting the smash hit of 2020 "Blinding Lights", created exclusive digital content of behind the scenes footage of The Weeknd.

Amplifying the week before the Pepsi Halftime Show on social with consumer conversations and giveaways, all building to the biggest moment in culture for 2021.

Execution

Pepsi developed custom visual identity for The Weeknd and Pepsi Super Bowl 55 Halftime show, ensuring a unique brand presence and delivering brand equity throughout.

In November, leveraged The Weeknd’s engaged fan base and released the announcement on GMA.

During NFL Playoffs, aired our commercials highlighting the unapologetic consumer love of "Blinding Lights"

Every week we dropped exclusive content online giving more behind the scenes footage of The Weeknd and The Pepsi Super Bowl Halftime Show.

Amplifying on social the week before, we launched a break through - first of it's kind - Tik Tok challenge featuring "Save Your Tears"

We built up each element with media integrations with James Corden.

On Feb 7th, aired our second commercial highlighting his career before the performance of the year.

Pepsi will deliver a new documentary "The Show" in partnership with Showtime on the emotional adventure of the biggest show of the year.

Outcome

The announcement in November culminated the biggest halftime show talent announcement in the brand’s history, over 12 billion impressions, national trending topic and over 645 organic news stories.

Our first commercial had over 2 million mentions on social, +6 points in digital ad recall, 100% positive sentiment and 45 billion impressions.

Tik Tok campaign was the first North American advertiser with a custom emoji. We had over 3.3 billion impressions during the 3 day campaign and had over 5x more useage that the 2nd most viewed brand.

Halftime Show brought in 10 million more viewers than the actual Super Bowl game itself, with over 100 million viewers during the performance.

Pepsi dominated social media on Super Bowl Sunday with over 52% share of voice of ALL BRANDS on twitter. The brand saw a 3x improvement in sentiment and more people tweeted #PepsiHalftime than #SuperBowlSunday.

The campaign had 77 billion impressions.

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