Pepsi Campaign Declares 'Tailgating Deserves Pepsi'
PepsiCo's Pepsi brand is reminding football fans to pack their favorite cola in with their essential tailgating items this season. The brand, now in its 26th season as a sponsor of the National Football League, is offering free product as the season gets underway, with more giveaways for consumers to watch for throughout the season.
The brand’s "Tailgating Deserves Pepsi" initiative is built around a platform the company has brought in front of consumers before. Refreshing the idea that game day food tastes better when paired with Pepsi products, this season's creative features Pro Football Hall of Fame member Jerome "The Bus" Bettis and NFL star Justin Jefferson of the Minnesota Vikings.
The campaign centers around Bettis as an "official" Pepsi referee, reminding consumers to grab a Pepsi when they're eating their burgers, wings, pizza or whatever is on their game-day menu. The campaign launch spot shows Bettis blowing the whistle on a burger before Jefferson helps a fan get a Pepsi in hand.
Two additional spots, one set in a fan's home and one in a grocery store aisle featuring Bettis in referee-mode, will air during some of this NFL season's most-watched moments.
P2PI editors found in-store activation of the campaign this week with a display at Albertsons' Jewel-Osco. (See photo below.)
Additionally, from Sept. 9-14, fans can get a free 12-pack of Pepsi Zero Sugar while supplies last or up to 5,000 redemptions. The digital offer is valid at participating U.S. retailers.
"Our decades-long partnership with the NFL has given Pepsi a front-row seat to the moments, traditions and rituals that make gameday so special, and we know food is at the center of it all," Gustavo Reyna, Pepsi's vice president of marketing, said in a media release. "With 'Tailgating Deserves Pepsi,' we’re reminding fans that gameday spreads are too important to fumble. Pepsi is made for the bold flavors of football season, and Jerome and Justin give us a fun way to call it: When the food shows up, Pepsi should be right there with it."
Throughout the season, Pepsi will bring the platform to life through exclusive merchandise, tailgating experiences, fan surprises and team-specific activations tied to football's biggest food moments. The campaign is part of Pepsi's continued efforts to build its brand presence across football, including through partnerships with 15 NFL teams: the Buffalo Bills, Cincinnati Bengals, Los Angeles Chargers, Miami Dolphins, New England Patriots, New York Jets, Pittsburgh Steelers, Dallas Cowboys, Los Angeles Rams, Minnesota Vikings, New York Giants, Philadelphia Eagles, San Francisco 49ers, Washington Commanders and the recently announced Tampa Bay Buccaneers.
