Katy Perry & NFL’s J.J. Watt Pose Together on ESPN’s Music Issue Cover

21 Jan 2015 | Author: | No comments yet »

J.J. Watt on cover of ESPN Magazine’s Music Issue.

Football fans in Rochester, N.Y., experienced the magic of a Pepsi Super Bowl Halftime Show on Jan. 18, 2014, as a reward for winning Pepsi’s “Hype Your Hometown” contest.(Photo: Vasiliy Baziuk, AP, for Pepsi) Pepsi’s highly anticipated Super Bowl commercial — which will directly lead into the halftime show that it sponsors starring Katy Perry — is set in the desert and is littered with visual “surprises” of desert scenery and desert activity, says Lou Arbetter, senior director of marketing at Pepsi. “Strange things happen in the desert,” says Arbetter, in a phone interview about Pepsi’s broader Super Bowl marketing plans. “That’s the basis of the spot.” Officials declined to discuss more details of the 30-second commercial which, they say, will not be publicly revealed until it airs right before the 12-minute halftime show. The Texans’ star defensive end is on the cover of ESPN Magazine’s upcoming Music Issue with singer Katy Perry, who’s scheduled to be the halftime performer at Super Bowl XLIX on Feb. 1 in Glendale, Ariz. For the first nine months of 2014 — the most recent figures available — Coke volume was up 1.1%, but Diet Coke was down 6.8%, Pepsi was down 2.3%, and Diet Pepsi was down 4.7%, reports Beverage Digest, the industry trade publication. This year, with Super Bowl advertising at a record $4.5 million per 30-second slot, advertisers are pushing harder than ever to hype their brands and promote social media buzz. In late November, on an aircraft carrier near Corpus Christi, Texas, it hosted a freebie concert mostly for veterans, starring country music singer Blake Shelton.

But not many folks recognize the skyline of Phoenix,” says Arbetter. “So we needed a different way in.” But don’t look for stereotypical desert situations, says Arbetter.

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