Brian Steinberg Senior TV EditorAfter spending the past several years surrounding its popular Super Bowl halftime show with commercials for its flagship drink, Pepsi wants to spend more time running ads and promotions for the glitzy spectacle before the Super Bowl arrives.The popular beverage giant on Thursday is releasing a nearly three-minute-trailer trailer that celebrates five musical titans — Eminem, Kendrick Lamar, Mary J.
Blige, Snoop Dogg and Dr. Dre — who are slated to perform during Pepsi’s halftime show at Super Bowl LVI. Pepsi will call attention to that trailer, which will be available for viewing online, with teaser ads set to pop up during TV networks’ coverage of NFL playoff games over the next week.
Just as it did last year, however, Pepsi won’t run any Super Bowl ads for its namesake product, though other parts of parent PepsiCo, like Frito-Lay snacks, will appear during the event. “A thing this big, we think, deserves its own movie trailer,” says Todd Kaplan, vice president of marketing at Pepsi, in an interview.
The company has also released a mobile app that will give fans access to all kinds of content associated with the artists and their looming concert weeks ahead of the Super Bowl kickoff.The trailer is outsize and cinematic.
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