With the approach of the Super Bowl-the second largest “food holiday” of the year-Purchase, NY-based Pepsi-Cola is planning a Super Bowl XXXVII blowout to wrap up its rookie season as a NFL corporate sponsor. In January, six collectible NFL designs will be featured on more than 800 million cans across brands such as Pepsi, Diet Pepsi, Pepsi Twist, and Diet Pepsi Twist. The collectible cans depict NFL greats such as Joe Namath and Vince Lombardi. TLP, Wilton, CT, handles P-O-P items.
Pepsi will also participate in a fanfest that coincides with the Super Bowl, sponsoring an entertainment stage and presenting its NFL rookie of the year award. Earlier this year, Pepsi outbid Atlanta-based Coca-Cola for a five-year, $200 million deal for rights to the NFL, Super Bowl, Pro Bowl, and team logos (April PROMO). Coca-Cola remains a NFL team sponsor.
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