Super Bowl LII: PepsiCo CMO Greg Lyons and Frito-Lay CMO Jennifer Saenz Q&A
Pepsi has generated a ton of buzz pre-Super Bowl LII with a sneak peek at its in-game ad, which brings back Cindy Crawford, who starred in the brand’s iconic 1992 Super Bowl spot, along with some other iconic celebrities it’s featured over the years. And that’s not all that PepsiCo has got going on around Super Bowl LII, of course.
To walk us through the company’s biggest marketing event of the year, PepsiCo North America Beverages CMO Greg Lyons and Frito-Lay North America CMO Jennifer Saenz spoke with Brian Erdman, who leads Interbrand’s consumer branding practice.
Let’s talk about Pepsi returning to the Super Bowl with an update on the iconic Cindy Crawford ad. How did you arrive at bringing Cindy into the spotlight again for the brand?
Greg: Pepsi has been part of the culture for the past 120 years, whether it’s music or sports or celebrity, and so we’re launching a new campaign that we’re going to kick off at the Super Bowl, called Pepsi Generations, and it’s celebrating our history in pop culture with some of the most famous partners we’ve ever had.
So as we announced, Cindy Crawford’s part of it, along with her son Presley, and it will also feature Michael Jackson, Britney Spears, Uncle Drew is going to be part of it, so it’s jam-packed with iconic artists that were part of our history and it’s going to end with a look forward at where we’re going as a brand as well.
It’s a full-year campaign with Pepsi, Diet Pepsi and Pepsi Zero Sugar in the Super Bowl ad and as part of the campaign going forward, and it’s going to be reinforced in-store. Source