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Pepsi Will Cut Super Bowl Ads For Flagship Soda to Focus on Halftime Show

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variety.com
variety.comvariety.com:

Brian Steinberg Senior TV EditorPepsi won’t sit out the Super Bowl, but some of its commercials will.The beverage giant, one of the biggest and most reliable sponsors of the annual football extravaganza, is benching traditional Super Bowl ads for its flagship soda.

Instead, says Todd Kaplan, Pepsi’s vice president of marketing, “we are going to double down on our existing 12 minutes in the Pepsi Super Bowl Halftime Show in the middle of the Super Bowl, and we are going to build it out like we have never built it out before.”The halftime show will star The Weeknd, and Pepsi on Saturday will launch a new campaign to call attention to the performance – the first time the musician at the center of the event has taken part in a Pepsi ad.

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