Market research
PepsiCo has unveiled its latest Super Bowl advert, a Mountain Dew and Doritos mash-up that links the company's snacks and beverages in a commercial for the first time.
The new ad, which was announced in a teaser trailer last week, features actors Peter Dinklage and Morgan Freeman facing off in a lip-sync battle, aided by rappers Busta Rhymes and Missy Elliott. The 60-second spot advertises the new Mountain Dew Ice and Doritos Blaze, a tortilla chip flavour launched earlier this month.
Mountain Dew Ice was launched on 15 January. It takes on The Coca-Cola Co's Sprite in the lemon-lime soft drinks category, which, according to PepsiCo, is growing fast despite overall soda declines in the US.
PepsiCo may use the Super Bowl to help launch a new sparkling flavoured water range called Bubly. An analyst last week said the 4 February game may be part of a major launch in sparkling water for PepsiCo under the Bubly name, which the company trademarked last year.
What's coming up in soft drinks in 2018? - Click here for just-drinks' predictions for the year ahead
Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: PepsiCo
