Pepsi has initiated a multi-platform campaign with a new spot named ‘Get Ready’ featuring the headliner of the Pepsi Super Bowl LV Halftime Show, The Weeknd.
The spot is live on social media platforms and is gaining hefty engagement, it is also scheduled to be broadcasted the NFL wild-card games this weekend. Pepsi will also be launching a new website, and product packaging as a part of the campaign tapping the collaboration with The Weeknd.
The Pepsi Super Bowl LV Halftime Show is being executed by Pepsi, the NFL, and Roc Nation, an entertainment and artist and athlete management company founded by Jay-Z. The Weeknd will be headlining the event.
Pepsi has been an official sponsor of NFL since 2011, and the halftime sponsor since 2012, but they are making the most of the halftime show and The Weeknd’s popularity this year.
After Hours, the fourth studio album by The Weeknd that released in March 2020 has broken most records. Blinding Lights from the album and also the background score and the core theme of the Pepsi campaign, leads the Billboard 2020 Hot 100 Songs recap, as it spent four weeks at No. 1.
Billboard stated the song has broken records for the most weeks spent in the top five and the top 10 among all titles in the chart’s 62-year history.
The new Pepsi campaign flows at a progressive pace, and uses a montage of clips of fans singing Blinding Lights and enjoying it in their element, along with an appearance from The Weeknd in the climax. Product integrations have not been in the focus in the spot.
Subtle placements like a Pepsi can on the work station of an announcer or a customer assistant arranging the shelves filled Pepsi bottles in the beverage section and more of such arrangements have been tapped for product integrations.
The spot pivots on the notion of building up excitement for the show with the artist they have been enjoying through the distressing times of the pandemic.
The Weeknd has been a brand favorite since the release of Blinding Lights, the song was also used as a background score for a Mercedes campaign, that also featured the artist.