Campaign for Frito-Lay Super Bowl commercials.
Frito-Lay said it plans three Super Bowl ads next month, including one featuring NFL stars Peyton and Eli Manning, Troy Aikman and Deion Sanders.
The PepsiCo subsidiary said a site will highlight Dorito’s 3D Crunch, the ’90s era snack that the company recently said it was reviving. Third place promotes Cheetos Crunch Pop Mix, which was introduced on Monday and mixes Cheetos with Cheetos Popcorn.
The ad with the NFL players will be a portfolio spot running just before the February 7 match kickoff at Raymond James Stadium in Tampa, Florida. It will be part of a broader marketing campaign from Frito-Lay launched ahead of the game, but the company declined to provide details or timing. The other two run during the game.
While the Super Bowl LV may look different from the 54 previous championship games due to the pandemic, the company said it still expects the broadcast to be the most watched event of the year and a priority for the company̵
NFL Commissioner Roger Goodell said in mid-December that the organization had not yet decided to make room for the game, saying they would work with public and health officials to make decisions closer to the game. In November, the league had planned to limit the capacity of the game to 20%, CNBC reported.
Frito-Lay joins brands such as M&M, Pringles, Toyota and TurboTax, who have already said they will advertise during the game. Frito-Lay sibling brand Pepsi is doubling its sponsorship of the break’s performance with a campaign starring The Weeknd, but it’s not buying an ad spot on this year’s game. The 30-second ad time costs about $ 5 million to $ 6 million this year.
But this year’s event at CBS will be one unlike any other for brands that will have to strike the right tone in their announcements in the middle of Covid.