PepsiCo is a primary sponsor of the National Football League's biggest game of the year, the Super Bowl. Its efforts to engage the audience during Super Bowl 53 in Atlanta went well, and as January 2020 loomed, it was Paula and her team's to do the same or better-for Super Bowl 54 in Miami. Her job was to be sure that the all-important customer experience for football fans and everyone else in the area included a hefty dose of PepsiCo love. Paula knew it was crucial to deliver the best game of her career.

There were a number of stakeholders, including PepsiCo personnel, the Miami community, and the NFL, whom Paula and the marketing team had to convince would get a return on their financial investments and efforts. Marketing programs for the Super Bowl often involve creating commemorative products or special packaging for the event, so, for example, if Paula's team created a new commemorative can or other spinoff, then the people in manufacturing had to be sure they would have enough lead time to set up the machinery to do this to ensure ROI for all stakeholders. Also, PepsiCo's local employees wanted to feel included in the campaign so they could show their pride in the company and the Miami community.

And, ideally, the program would reflect Miami's unique demographics and culture, so Paula and her team wanted to identify ways that the activation (marketing, products, and promotions) could reinforce local pride in the area. That would mean somehow relating to the city's proud Latino/ Identity and the region's tropical feelPepsiCo knew that a huge proportion of its customers in the area identified as Latino/a, so it was imperative to link to Hispanic culture in some way

Paula's overall objective was to leave fans both at the game and those watching at home with a positive feeling about PepsiCo and to grow the company's brand share by ensuring that every location in Miami had the commemorative product and that the execution and activation in stores and on the street was front and center.

In prior Super Bowls, PepsiCo found success by issuing a special commemorative can that generated excitement in the local market where the game took place. However, in the past, this involved adding only the Super Bowl logo to the traditional can. (As with all marketing of beloved brands, people tend to be very cautious when it comes to altering a well-known can design.) But Paula's team wanted to create a unique collector's item for this year's game that would on well past the event. How far could Paula and the team go to change the game and deliver a culturally relevant Super Bowl 54 while also keeping the focus on the Pepsi brand?

OPTION 1

Convert all messaging to Spanish or Spanglish, deliver the first-ever pink-top Pepsi can, and add a big pink Miami to the Pepsi 12-packs to play upon a color that many people associate with the city. This vibrant color change would make the cans stand out (and it didn't hurt that pink is Paula's favorite color!). If Pepsi introduced a new can to commemorate the 2020 Super Bowl, this would itself be a newsworthy story, and it could generate a lot of excitement. However, there was a chance that many consumers wouldn't get the connection, and they might even avoid buying the cans if they didn't think they were the "real" Pepsi they were used to. Pepsi is the company's flagship brand and the #1 seller in the Miami market, so it was important not to risk its premiere standing.

OPTION 2

Just sync with Pepsi's national promotional activities, and show only the Super 54 logo and NFL shield on the commemorative can. This option wouldn't otherwise differ in shape or coloration from the traditional Pepsi can. it would minimize confusion because the basic can would be the one that consumers were used to buying. On the other hand, there wouldn't be anything unique or exciting about this promotion, and nothing would tie it to the local culture.

OPTION 3

The activation program for last year's Super Bowl in Atlanta worked really well. Why tinker with success? Just repeat the elements again. This would be quite easy to pull because all of the special marketing and packaging elements from last year were already approved. Paula's team could just turn the key and restart the engine, and she wouldn't have to spend a lot of effort to convince shareholders that this program would be effective. On the other hand, there wasn't anything new and exciting about a promotion that people had already seen. And consumers wouldn't see any connection to the Miami market.

1- Review Here's my problem.

Review the three options listed and for each option answer the follow

A- Would you choose yes or no

B- Explain your answer