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Diet PepsiI® Home Grown Canadian Commercials Aim to Score Laughs During 2009 Canadian Super Bowl Broadcast
PepsiCo Super Bowl Consumer Poll confirms that Canadian Super Bowl viewers enjoy a good laugh
MISSISSAUGA, ON – January 22, 2009 – PepsiCo Beverages Canada will deliver the laughs to Super Bowl audiences and advertising fans during the CTV broadcast on February 1. Keeping with tradition, Canada’s top selling diet cola will take fans back to their youth with the latest installment of the award-winning Diet Pepsi Forever Young™ campaign.
“As a marketing leader, we need to continuously raise the bar, and our decision to air Canadian work from an award-winning campaign on one of the most-watched TV occasions of the year is a reflection of our confidence that our new ads will resonate with Diet Pepsi drinkers,” said Dale Hooper, Vice President, Marketing, PepsiCo Beverages Canada. “Our research shows that Canadian Super Bowl viewers love commercials that make them laugh, and these spots will do just that.”
PepsiCo Beverages Canada will have a major presence in the Super Bowl broadcast as a top-ten advertiser, running a 30-second Diet Pepsi commercial in the pre-game show, and a special 60-second Diet Pepsi ad during Half Time, in addition to being the Half Time sponsor.
Both commercials, created by BBDO Toronto, feature individuals who imagine what it would be like to infuse their current everyday lives with the youthful fun reminiscent of sleepovers and schoolyard recess. Their idyllic daydreams are shattered when memories of schoolyard bullies, wedgies and silly sleepover shenanigans creep into the storyline. In the end, the heroes and audience take comfort in the fact that they can still feel youthful by enjoying a Diet Pepsi.
The Diet Pepsi® Forever Young™ campaign is entering its tenth year of rekindling memories of more youthful days. This year’s “flashback” will deliver the award-winning belly laughs the campaign has become renowned for.
“In capturing the youthfulness of yester-year we have been able to refresh the Forever Young™ campaigns in fresh and fun ways year after year. Encapsulating the Diet Pepsi® brand essence and sharing those moments with Diet Pepsi® consumers during events like the Super Bowl allows us to stay connected with consumers and build the Diet Pepsi® brand,” Ian MacKeller, Executive Creative Director, BBDO Toronto. “Ad fans can expect to get a chuckle out of this year’s installment during the game.”
PepsiCo Super Bowl Poll Unveils Little-Known Facts About How Canadians Watch The Super Bowl
As a top-ten Super Bowl advertiser, PepsiCo Beverages Canada undertook a national consumer poll to better understand Canadians’ Super Bowl viewing habits. Highlights from the poll include:
• 72% of Canadians say they enjoy watching the TV commercials during the Super Bowl and that they try to make a point to stay in the room so they don’t miss them.
• 91% of Canadians say they enjoy Super Bowl commercials that make them laugh.
• 85% of us watch the Super Bowl with family and friends in a home setting; sadly, 10% watch the Game alone, and 4% watch in a bar.
• Most Canadians (43%) describe their Super Bowl viewing atmosphere as “fun and frivolous”; 20% say the atmosphere is “intense and focused”.
• 61% of us take one to two bathroom breaks over the duration of the broadcast; 30% of us (perhaps those who are enjoying wine/beer/spirits??) take 3 to 4 bathroom breaks;
• More Canadians (69%) eat “pop and chips” during the broadcast than other food/beverage choices, including chili, beer/wine/and spirits, wings and fajitas
• We Canadians dress casually when we watch the Super Bowl. Most of us – 67% - wear jeans and a casual shirt, almost one in 5 of Canadians wears sweat pants. 7% of us wear our jammies and slippers.
• While the majority of Canadians no not practice any ‘good luck rituals’ while watching the Game, 7.7% admit to crossing our fingers, and 4.7% wear a particular piece of clothing for good luck.
ABOUT PEPSICO BEVERAGES CANADA
PepsiCo Beverages Canada is a leader in the Canadian beverages industry and markets a variety of beverages under the following trademarks: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.
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For further information, please contact:
Jennifer McCrindle
PraxisPR
(905) 949-8255 ext. 224
mccrindle@praxispr.ca
Maureen Juniper
PraxisPR
(905) 949-8255 ext. 226,
maureen@praxispr.ca
Shari Balga
BBDO Toronto
(416) 972-5306
shari.balga@bbdo.ca
