Here at Esparza, we also love The Weeknd (and not just our time off work). So, this Super Bowl Sunday, we are especially excited for Pepsi’s new approach to marketing during The Big Game.
Instead of spending $5.5 million on a 30-second ad spot (bonkers, right?), Pepsi opted to basically be The Weeknd’s main hype man, releasing new cans along with a video ad campaign in January.
Both Pepsi and Coca Cola, brands that have a long-standing Super Bowl rivalry, have decided to skip the big spend in 2021. Both brands claim that the social climate of the past year has influenced their decision to step away from some of the world’s most coveted ad spots–a decision no doubt based on the high risk of striking a heightened nerve in one of the most socio-politically tense times in modern memory.