TM Pepsi is kicking off the 2013 NFL season by celebrating the intense passion and unbridled excitement that fans everywhere have for the game of football with the launch of a multi-faceted brand campaign entitled, “Are You Fan Enough?” TM Pepsi will enhance the fan experience throughout the season by bringing them closer to the teams, players and ultimately the game they love.
The campaign is the centerpiece of a broader marketing effort around bringing fans special sports and entertainment content and experiences throughout the NFL season. To kick off the campaign, TM Pepsi debuted a new TV spot on September 5 th to celebrate the start of the 2013 season, and together with the NFL, Pepsi announced GRAMMY® award-winning artist Bruno Mars to perform at Super Bowl XLVIII Halftime Show during kickoff weekend.
The advertising creative captures the excitement of experiencing and connecting to the game by showcasing various fans, teams, players and coaches getting ready for kickoff. The ad features appearances by Dallas Cowboys owner Jerry Jones, New York Giants wide receiver Victor Cruz, Detroit Lions quarterback Matthew Stafford and Pro Football Hall of Famer Barry Sanders.
“TM Pepsi and the NFL have a rich history of delivering the ultimate fan experiences, and that journey begins at kickoff and carries on through the season, all the way to the Super Bowl and the Pepsi Super Bowl Halftime Show,” said Angelique Krembs, Vice President, TM Pepsi Marketing. “Through our unrivaled network of sports and music relationships, we are thrilled to unlock even more excitement and passion that fans have for the game. The ‘Are You Fan Enough?’ campaign seeks to illustrate how Pepsi brings fans together while delivering unforgettable experiences throughout the season.”
Get in the Game TM Pepsi’s “Are You Fan Enough?” campaign will tap into every fan with unique engagement opportunities via live event and online experiences. Beginning in Baltimore, Pepsi’s 10-stop mobile bus tour will encourage tailgaters to deliver a personal message to their favorite team, for the chance to be featured on stadium jumbo-trons during the game. For gaming fans, Pepsi MAX’s new spot featuring NFL legend Barry Sanders invites fans to unlock a legendary player in the Ultimate Team mode in Madden NFL 25. The new spot is part of a sweepstakes, whereby fans enter for a chance to win the grand prize trip to Madden Bowl XX, which includes a meet and greet with a participating NFL player.
Taking Fans to the Next Level TM Pepsi has also teamed up with NY Giants WR Victor Cruz and Cincinnati Bengals QB Andy Dalton to create fun digital videos to get their fans pumped for the season. In addition, this year’s NFL rookies will ask fans to show they are fan enough by voting for Rookie of the Week on NFL.com, sponsored by Pepsi NEXT. Diet Pepsi will ask female fans to flaunt their fandom for a chance to win prizes. Throughout the season, Pepsi is encouraging fans to enter for a chance to win tickets to NFL games, team merchandise, participate in special NFL moments and get involved by using the #FanEnough hashtag.
Super Bowl XLVIII As the official sponsor of the Pepsi Super Bowl XLVIII Halftime Show, Pepsi will be unveiling special surprises and exciting news all season long that will elevate the most anticipated musical performance of the year for fans. Yesterday, Pepsi and the NFL announced GRAMMY® award winner Bruno Mars will perform at the Pepsi Super Bowl XLVIII Halftime Show on FOX at MetLife Stadium on February 2, 2014 in New Jersey.
Pepsi has a long-standing relationship with the NFL as the official soft drink partner, the official sponsor of the Super Bowl Halftime Show, the official sponsor of NFL Kickoff in Baltimore, MD and the official soft drink partner of 15 NFL teams. The brand’s relationship with the NFL is among the company’s longest running and most successful sports sponsorships. PepsiCo will leverage its relationship with the NFL to connect with consumers throughout the season with activations spanning many of the company’s largest food and beverage brands, including Pepsi, Tostitos, Quaker and Gatorade.
Agencies that partnered with TM Pepsi on the “Are You Fan Enough?” campaign include TBWA/Chiat/Day, Mekanism and Tracy Locke.