Like last year, Pepsi hosted the much-anticipated Super Bowl halftime show, featuring a solo performance by Lady Gaga (scroll to watch). This is their fifth consecutive year sponsoring the show. (They have signed a 10-year sponsorship agreement with the NFL.) Last year, in honor of Super Bowl 50, Coldplay headlined the show and was joined by Beyonce and Bruno Mars.
Pepsi Sponsors a Rookie
PepsiCo placed a spotlight on two zero-calorie products during this year’s game – LIFEWTR and Pepsi Zero Sugar.
The famous cola makers invested $5 million in giving their brand new line of bottled water, LIFEWTR, 30-seconds of prime Super Bowl airtime. The ad was directed by Robert Stromberg and shows a beautiful city transformed by magical raindrops. In the background, we are treated to John Legend singing “Love Me Now.”
Watch the one minute Pepsi LIFEWTR commercial entitled, “Inspiration Drops.”
The “premium” bottled water is meant to give rival Coke’s “Smartwater” a run for their money. With bottled water outselling soda and bringing in $21 billion a year in the US, Pepsi has a lot to gain from featuring this product.
— Peter Frost (@proficiencypost) January 24, 2017
And what makes this water so special? We can’t speak to the contents themselves, but the bottle is pretty sleek! Each LIFEWTR bottle features artwork by a famous artist.
Big day today – official launch of LIFEWTRhttps://t.co/Y3wcBupaQS
— Todd Kaplan (@T_Kap) January 24, 2017
Pepsi Zero Sugar Halftime Show Starring Lady Gaga
While the Game ad focused on water, the halftime show festivities were all about Pepsi Zero Sugar. To the tunes of Lady Gaga, the brand used the biggest musical stage in the world to promote their (0ther) zero-calorie beverage. This was the spectacular performance from the 6-time Grammy award winner:
In the run up to her big moment at the Big Game, Pepsi released a series of behind-the-scenes clips showing Gaga’s halftime show rehearsals.
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