Wednesday
Dec292010

Pepsi Max Campaign Enhances Brand's Role As The Official Soft Drink Of The NFL

In one of two new TV spots, Mike Mayock (left), Rich Eisen and Deion Sanders (right) congratulate the Pepsi Max driver when he is officially drafted by the NFL.December 29, 2010: Pepsi Max will continue to ingrain itself as the official soft drink of the NFL with two TV spots breaking on Jan. 2, 2011, that will feature New York Jets quarterback Mark Sanchez, Deion Sanders, Rich Eisen and Mike Mayock, along with the unnamed Pepsi Max driver.

The spots complete a trilogy of ads that began during Thanksgiving weekend with a spot, "Winning Formula,"  that saw Sanchez working out with the Pepsi Max driver in a series of drills in his effort to prove that he and the brand were ready for official NFL designation.

The second and third spots, “NFL Combine” and “NFL Draft," continue to follow the Pepsi Max driver's workout routine during these specific NFL events, again aided by Sanchez, and eventual coming of age when he is drafted into the NFL family.

Sanders, Eisen and Mayock recreate their real life roles as NFL Network and Combine and Draft  Day analysts, commenting on how the driver's strength, endurance and desire mean that the "zero calorie, maximum Pepsi taste soda" is ready to perform its official NFL duties. The Pepsi Max driver also stars in a separate commercial in which he is confronted by the driver for rival Coke Zero.

Support includes Internet, POP and sampling at NFL venues. Lead agency is TBWA/Chiat/Day, Los Angeles.

Mark Sanchez gives the Pepsi Max driver a helping hand.The brand will have on-air presence during Super Bowl XLV as part of activation, along with PepsiCo sibling Doritios, that is the culmination of a "Crash the Super Bowl" effort that launched earlier this season directing consumers to upload 30-second spots to a dedicated Web site. Ten finalists will be determined by consumer voting and Pepsi judging beginning Jan. 3, five for each brand. The top three for each brand will air on Fox during the Super Bowl on Feb. 6 The overall entrant who receives the highest number of votes will be invited back to work on a future commercial.

Pepsi Max also is the title sponsor of the NFL's International Series.

Pepsi Adding To Super Bowl XLV With Pepsi Max, Doritos, Betty White

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