While there is much uncertainty in the world of sports right now, one thing is certain: elite football fans will be watching this season. These elite football watchers exist all across the U.S. – in fact, 95 percent of NFL fans watch games on TV. This is the inspiration for the new 2020 Pepsi football campaign – “Made for Football Watching.”
The campaign will include TV, digital and retail, connecting Pepsi with millions of football fans. 
“Pepsi has always been an endemic part of the football viewing experience – whether it’s in a stadium or on your couch. While things may look different this year, fans still share an unapologetic passion for the sport of football through the at-home viewing occasion,” said Todd Kaplan, VP of marketing at Pepsi. “While everyone may not have the athleticism of an elite athlete on the field, we all are made for football…watching. We believe the Sunday ritual of watching football at-home is definitely something worth celebrating.”
Campaign details
Here’s a glimpse of how Pepsi will bring “Made for Football Watching” to life this season:
- TV advertisements: Pepsi is rolling out multiple national tv spots primed to start running throughout NFL Week 1 games.
- MadeForFootballWatching.com: An online hub to host the new spots and content, including custom team-specific sites tied to regional promotions.
- Social filters: Starting Sept. 8, in time for kickoff, a suite of social filters will go live on MadeForFootballWatching.com. Pepsi created various designs to help immortalize the football watcher – whether you’re the “Offensive Channel Changer” or the “First Down Chip Dipper.”
- Football watcher intros: Pepsi will have a media integration reimagining the player intros in-game, that spotlights fans watching from home, to run coming out of commercial breaks in game.
- Regional activations: Pepsi will activate its 16 NFL team partnerships – including the newest, the Philadelphia Eagles, to help bring unforgettable experiences and surprise and delight moments all season. A number of initiatives will roll out for football fans across the country including the ultimate Home Field Advantage which will surprise fans at home with game day snacks and prizes in the South, celebrations timed to kickoff home games at the new LA football stadium, a fan-favorite T-shirt collaboration in the Midwest and team-specific content featuring fan-favorite players and alumni throughout the Northeast.
- Pepsi NFL laces cans: The Pepsi “laces can” makes its nationwide debut after regional runs timed to Super Bowl LIII in 2019 and LIV in 2020. Fans can also look for team-specific branded 12-packs of Pepsi, Pepsi Zero Sugar and Diet Pepsi cans.
- Bringing the stadium experience into the home: In the lead up to kickoff, Pepsi will be unveiling exciting and engaging fan experiences that bring the football stadium into the home.
Purchase, New York-based PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo‘s product portfolio includes a wide range of foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.
