By Barry Janoff
August 14, 2012: Pepsi, which recently took title sponsorship of the Super Bowl Halftime Show, is turning up the volume in its alliance with the NFL.
The beverage giant today unveiled "Pepsi NFL Anthems," a national campaign that will feature musical artists and NFL teams and players. The program is anchored by four original "anthems" created, respectively, by Kid Rock, Kelly Clarkson, Ice Cube and Travie McCoy. In addition there will be a remixed version of Wiz Khalifa's "Black and Yellow," which was released last season.
According to Pepsi, the anthems were "inspired by the artists' passion for their cities and hometown NFL teams." Each of the songs will be available for free download as they are released at a dedicated Web site.
The activation, an extension of Pepsi's "Live for Now" campaign, comes with marketing support that includes online, social media, POP and a sweepstakes offering a trip to Super Bowl XLVII in New Orleans in February. The company is also working with Wal-Mart to bring Pepsi NFL Anthems to fans and consumers.
Among the players included in marketing are DeMarco Murray (Dallas Cowboys), Matthew Stafford (Detroit Lions), Darren McFadden (Oakland Raiders), Victor Cruz (New York Giants) and LaMarr Woodley (Pittsburgh Steelers).
"The synergy of music and sports has never been more prevalent, and the effect that music has on sports culture is never more present than in the NFL," Todd Kaplan, director of sports marketing for Pepsi, said in a statement. "The Pepsi NFL Anthems program will help bring the NFL's passionate fan base closer to their teams through an authentic musical experience – whether it's listening to the anthem on your way to the game, or hearing it blast throughout the stadium after a big play."
The first song released was from Kelly Clarkson, a Dallas Cowboys-themed anthem, "Get Up." Travie McCoy's New York Giants anthem, titled 'All In,' is being made available exclusively at retail stores, including Wal-Mart, via a redemption code on specially marked 24-packs of Pepsi, Diet Pepsi and Pepsi MAX.
Upcoming team anthems include an Ice Cube song for the Oakland Raiders and a Kid Rock song for the Detroit Lions.
According to Clarkson, "Everyone knows that I am a huge Cowboys fan, and having the chance to be a part of the Pepsi NFL Anthems program and create a custom song for the team and city of Dallas overall was an honor."
McCoy let fans know about his participation with this message: "I just put out a track through Pepsi NFL Anthems for my homies, the Super Bowl champs the New York Giants!!! Check it out."
"Music and football are inextricably linked and Pepsi has consistently worked with us to integrate music into our fans' experience in unique and exciting ways."
PepsiCo recently enhanced its marketing alliance with the NFL by signing a four-year deal to become title sponsor of the Super Bowl Halftime Show (replacing Bridgestone). That includes Super Bowl XLVII this February at the Mercedes-Benz Superdome in New Orleans, Super Bowl XLVIII in February 2014 at MetLife Stadium in New Jersey, Super Bowl XLIX in February 2015 at the University of Phoenix Stadium and the historic Super Bowl L in February 2016 at a site to be determined.
"Music and football are inextricably linked and Pepsi has consistently worked with us to integrate music into our fans' experience in unique and exciting ways," Keith Turner, the NFL's svp for sponsorship and media sales, said in a statement. "The Pepsi NFL Anthems program is a testament to that tradition, and we are pleased to be working together on this groundbreaking campaign."