@@img1PURCHASE, NY January 30, 2006 – After two decades of groundbreaking and memorable advertising during the Super Bowl – sometimes featuring the world’s most popular celebrities – Pepsi is at it again. This time, zero-calorie Diet Pepsi is the star, and the “Diet Pepsi Can” becomes a celebrity in its own right. Two commercials for the brand, along with a third for Sierra Mist, will air in the first and second quarters of Super Bowl XL on ABC’s February 5 telecast.
Diet Pepsi, newly dubbed this season as the official soft drink of the National Football League, continues to raise its profile with a second straight appearance on the Super Bowl.
“People have loved Diet Pepsi for decades and the brand is currently experiencing great popularity,” said Cie Nicholson, SVP and chief marketing officer for Pepsi-Cola North America. “The Super Bowl offers the perfect platform for a new Diet Pepsi campaign. This brand is an important fixture in our portfolio and we will continue to look for opportunities to put it center stage.”
The can’s agent, Jay Mohr (Jerry Maguire, “Last Comic Standing”) meets with each celebrity to make sure his client gets the best deal. A brief description of each commercial follows:
* Diet Pepsi – “Hip-Hop Can” (:60)
Sean (P. Diddy) Combs turns to Diet Pepsi to help him produce a new hit song. They both go into the studio to create a new track, “Brown and Bubbly,” that immediately races up the charts.
* Diet Pepsi – “Stunt Can” (:30)
Jackie Chan looks to co-star with Diet Pepsi in his next big action movie. Once on the set, Jackie finds a clever solution to a tricky problem.
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Tropicana Soda, Aquafina, Aquafina FlavorSplash, Aquafina Sparkling, Dole single-serve juices, Tropicana Juice Drinks, SoBe and Quaker Milk Chillers. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.