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Pepsi-Cola Reveals Super Bowl Advertising
Playbook
Pepsi and Apple Launch 100 Million Song
iTunes Giveaway and Jimi Hendrix Chooses Pepsi at a Crossroads
PURCHASE, N.Y., January 28, 2004 –
There will be five new commercials for Pepsi and Sierra Mist
on Super Bowl XXXVIII. The spots, airing in the first, second
and third quarters over a total of three minutes, will mark
the 19th straight year that PCNA has advertised in the big
game. The descriptions below offer a snapshot of what viewers
can expect to see on CBS's Super Sunday telecast on February
1.
Pepsi iTunes – "I Fought The Law"
This groundbreaking ad, featuring 16 real-life teenagers who
were sued by the recording industry for illegally downloading
music from the Internet, shows music fans a new way to freely
and legally download music--the Pepsi iTunes 100 Million Song
Giveaway. The commercial is set to Green Day's version of
"I Fought the Law."
About the Pepsi iTunes Promotion
On Super Bowl Sunday, Apple and Pepsi will launch a historic
promotion to legally give away 100 million free songs to Mac
and Windows PC users from Apple's iTunes Music Store -- the
world's number one digital music service. Beginning February
1, 100 million winning codes will be randomly seeded in 20-ounce
and 1-liter bottles of Pepsi, Diet Pepsi and Sierra Mist,
and the winning codes will be redeemable for a free song from
the iTunes Music Store. Winners will simply go to Apple's
iTunes Music store (www.iTunes.com), enter the code found
under the bottle cap and choose any 99 cent song from the
online store's vast catalog of over 500,000 songs. The promotion
will run until March 31, 2004.
Pepsi – "Crossroads"
Set in 1953, a young Jimi Hendrix seeks refreshment and must
choose between a Pepsi and Coke machine. After buying a Pepsi
and taking a drink, Hendrix has a revelation and a music legend
is born.
Pepsi – "Mountain Men"
Two bears exploring an empty cabin in the woods come across
food but nothing to drink: the Pepsi cooler is empty.
Sierra Mist – "Bagpipes"
A bagpiper performing in extremely hot temperatures finds
a unique way to achieve a "shockingly refreshing" cool down.
Sierra Mist – "Fire Escape"
A guy and his dog (star of "Something About Mary"), now in
their third Sierra Mist commercial together, take a plunge
from a fire escape to get refreshment during an extremely
hot day.
"The Super Bowl offers the biggest and best
stage to generate buzz and excitement for our brands," said
Dave Burwick, SVP and chief marketing officer, Pepsi-Cola
North America. "There is no better time or place to launch
new ideas like our 100 million song giveaway promotion with
Apple."
In addition to its television efforts, Pepsi
is the presenting sponsor of the Super Bowl's official Web
site, www.superbowl.com. Beginning Super Bowl weekend and
throughout February, Pepsi will feature ads and giveaways
on the site. The Pepsi iTunes promotion will be highlighted
on the Super Bowl site and on Yahoo! with a special message
from superstar Beyoncé Knowles.
About Pepsi
Pepsi-Cola North America (www.pepsi.com), headquartered in
Purchase, NY, is the $4 billion beverage division of PepsiCo,
Inc. (www.pepsico.com) in the United States and Canada. Its
U.S. brands include Pepsi, Diet Pepsi, Pepsi Twist, Pepsi
ONE, Pepsi Blue, Wild Cherry Pepsi, Pepsi Vanilla, Mountain
Dew, Mountain Dew Code Red, Mug, Sierra Mist, Slice, Aquafina,
SoBe and Dole single-serve juices. The company also makes
and markets North America's #1 ready-to-drink iced teas and
coffees, respectively, via joint ventures with Lipton and
Starbucks.
EDITOR'S NOTE: For a videotape or screen
grabs of the commercials, please contact Lisa Castaldo at
914-253-2664 or lisa.castaldo@pepsi.com.
Press Contacts:
Dave DeCecco
Pepsi-Cola North America
914-253-2655
dave.dececco@pepsi.com
Nicole Bradley
Pepsi-Cola North America
914-253-2964
nicole.bradley@pepsi.com
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