After a North American summer in which PepsiCo shelved its entire marketing strategy, the soft drinks & snacks giant is getting back on track in time for the new NFL season. Sporting calendars have faced unprecedented disruption, and NFL players are returning to empty stadiums with the real possibility the 2020-21 season may not make it all the way to next February’s SuperBowl. Amid the uncertainty, PepsiCo – which has sponsored the NFL through the Pepsi brand since 2002 – has launched a campaign that targets consumers watching from their front rooms instead of in the stadium or at a tailgate party. The activation also follows a structural overhaul last year at PepsiCo Beverages North America that created four regional hubs, giving marketing teams a brief to build “hyper-localised” programming. Yesterday, just-drinks spoke to Umi Patel, CMO for PBNA’s north division, about tailoring experiences for fans of different teams, why PepsiCo is front-loading its marketing spend and the enduring appeal of the fan can.
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