Pepsi to tout sugar-free drinks at Super Bowl LI
The move seeks to entice more health-conscious consumers. A company executive said he’s ‘seeing a secular and irreversible trend toward healthier beverages.’
The soda company is sponsoring the the Feb. 5 game’s halftime show for the fifth straight season, but this year’s sponsorship will be different in that Pepsi isn’t highlighting its signature full-calorie carbonated beverage.
Lady Gaga will headline Pepsi’s halftime show, and she plans to bring out legendary crooner and collaborator Tony Bennett as part of the festivities.
Alongside the crooners, expect to see advertisements for Pepsi’s new Lifewtr bottled water and the new Pepsi Zero Sugar beverage. The move is a departure from the company’s previous sponsorships, where it touted its flagship (and full-sugar) soda.
Meet LIFEWTR, a new premium water that fuses creativity + design for the ultimate source of inspiration & hydration! https://t.co/ArUAUNXzs6 pic.twitter.com/GgRMbYRSHp
— PepsiCo (@PepsiCo) December 9, 2016
PepsiCo North America Beverages’ chief marketing officer, Seth Kaufman, said in a statement:
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
