Wednesday, January 28, 2009

Pepsi going down to wire with Super Bowl ad choice

NEW YORK (Reuters) – PepsiCo Inc, battling both a recession and fierce competition from its longtime rival, will showcase a major overhaul of its brands this week when it unveils a handful of new advertisements during the Super Bowl.

Only days before the National Football League's championship game, Pepsi executives are still debating which advertisements they will run during NBC's broadcast on Sunday, which will likely be viewed by nearly 100 million Americans. Prices for 30-second spots have been running around $3 million apiece.

PepsiCo officials on Tuesday said they had purchased around 3-1/2 minutes of commercial time, and expect to be the broadcast's second-largest advertiser behind Anheuser-Busch InBev.

At the moment, PepsiCo expects to run at least one commercial each for Pepsi, Pepsi Max, Gatorade and SoBe Life Water, said Massimo d'Amore, chief executive PepsiCo North Americas Beverages.

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