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Come Sunday, Feb. 4, around 6:30 p.m. EST, all eyes will be on Super Bowl LII between the defending champion New England Patriots and the Philadelphia Eagles.
As always, commercials take center stage also during the Super Bowl and this year Pepsi plans to leverage its Pepsi Stuff loyalty program to engage consumers of all ages.
Pepsi’s global creative campaign, “Pepsi Generations,” is a celebration of the brand’s rich history in pop culture for 120 years. Through the years, Pepsi has encouraged consumers to have fun, live out loud, and enjoy life to the fullest. Pepsi has created memorable moments across generations that have shaped culture and still generates interest from consumers today. The “Pepsi Generations” campaign will celebrate the best moments of the iconic company’s past, create new moments for today, and set the stage for an exciting future.
This massive campaign kicks off in February with the debut of an in-game advertisement during Super Bowl LII and the Pepsi Super Bowl LII Halftime Show, as well as a Pepsi Generations Live pop-up that will be at cultural moments across the U.S. throughout the year, starting with the Super Bowl in Minneapolis. Pepsi Generations comes to life at the point of purchase with the limited-time introduction of retro packaging as well as the return of the Pepsi Stuff loyalty program.
The Pepsi Generations campaign will roll out in more than 55 markets around the world across the full Pepsi portfolio—Pepsi, Pepsi Zero Sugar and Diet Pepsi—throughout 2018.
“Pepsi’s loyalty program Pepsi Stuff features classic Pepsi designs across a range of lifestyle premiums, such as vintage T-shirts, hats, LED signs, varsity jackets, coolers, bikes, and more that can be redeemed with Pepsi Points through PepsiStuff.com,” Aziel Rivers, Director of Marketing at Pepsi, told Loyalty360. “Fans of all generations in the U.S. only can earn points through codes on participating retro packs under the cap or inside take-home packs and entering codes onto PepsiStuff.com. The goal is to connect with fans of all ages and give gifts of joy that reflect Pepsi’s global creative campaign, Pepsi Generations.”
Rivers said that Pepsi’s loyalty program has always been about awarding and sharing joy with Pepsi fans.
“Pepsi Stuff looks to not only recognize consumers from every generation that purchase Pepsi, but engage with the brand outside of a transaction,” Rivers noted. “Pepsi engages consumers regularly to evaluate innovations, uncover trends, and get critical feedback that would impact business practices and programming, inclusive of loyalty programs like Pepsi Stuff.”
To introduce the Pepsi Generations campaign, the brand will air a 30-second in-game advertisement called “This is the Pepsi” during Super Bowl LII featuring iconic celebrities of Pepsi's past and present, including a new take on the famous 1992 Pepsi Super Bowl advertisement starring Cindy Crawford and, this time, adding her son, Presley Gerber, who is also a model.
“Pepsi fans trust and embody the brand,” Rivers added. “The company looks to approach this customer loyalty by staying close to how fans are evolving and celebrating customer relationships throughout each generation. A successful loyalty program focuses on a ‘coolness factor’ that encourages participation, engagement, and the ability to share an experience.”
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