The Impact of Advertising During Super Bowl: Pepsi

The Super Bowl is said to be one of the most-watched TV events in the history of America. It has been a part of American culture for a very long time, serving as the culminating championship game where two major leagues compete after winning their respective conferences. Correspondingly, many companies vie for the attention of the vast audience watching the Super Bowl, making the commercials sometimes more anticipated than the game itself. These ads not only showcase the benefits of their products but also engage with cultural narratives. The vast majority of viewers undoubtedly help these companies sell their products by seeking the benefits advertised. Pepsi is noted for its creatively distinguished Super Bowl ads, and this year’s ad was no exception.

The Influence of Super Bowl Advertising: A Pepsi Perspective

For a very long time, Pepsi and Coca-Cola have been rivals, and in the city of Atlanta, Coca-Cola holds a dominant presence. Yet, Pepsi sponsored the Super Bowl and featured prominent figures like Cardi B, Steve Carell, and Lil Jon. To many advertisers, understanding the audience is essential for effectively delivering their message. The financial aspects, including the cost of airing ads during the Super Bowl, are also crucial for advertisers. This year's Super Bowl commercials avoided political critiques, focusing instead on celebrity endorsements. Pepsi played it safe with this year's commercial by avoiding controversial narratives and emphasizing the message that Pepsi is superior to Coca-Cola.

Pepsi implied that choosing their product is always the right decision. To many viewers, the ad was primarily about the simple message they were conveying, yet there is more depth to it than just being "okay." There's a greater significance behind it all. Pepsi also sponsored the halftime show this year. Cardi B exemplifies current pop culture, while Steve Carell and Lil Jon represent past pop culture. Cardi B and Lil Jon are both influential rappers, with Cardi being the most prominent. Meanwhile, Carell, a comedian/actor/writer/director, is widely known for his role in “The Office.” Cardi B attracts a younger audience, while Lil Jon and Steve Carell appeal to multiple age groups simultaneously.

Cardi B is one of the outstanding entertainers in the industry, attracting younger audiences through her chart-topping music. She is also considered the best female rapper of the century. Her relatability is a key factor, as she openly shares her experiences, making her more accessible than other celebrities who often portray a picture-perfect life. Conversely, Carell is renowned for his role as the gaffe-prone boss Michael Scott in the American version of “The Office.”

Lil Jon was the leading man of the group that achieved multi-platinum success. He is also a DJ based in Atlanta, known for popularizing a style of hip-hop called “crunk.” The commercial begins with a diner waiter asking a patron if “Pepsi was okay,” given that Coca-Cola is often the preferred choice. Steve Carell then comes to Pepsi’s defense, asking rhetorical questions like, “Is a shooting star okay? Are puppies okay? Is the laughter of a small child okay?” Shortly after, Lil Jon chimes in with an “Okay,” followed by Cardi B's entrance in a glamorous jacket, confidently asserting “OKURRR,” and Carell concludes with, “I gotta come up with my own catchphrase.”

Analyzing Pepsi's Advertising Strategy

By incorporating these celebrities, Pepsi aimed to infuse humor into the commercial and capture people's attention, thereby maximizing profit. The diner setting appeals mostly to families, the elderly, and police officers. The environment was vibrant, with bright colors like red, reminiscent of the red in the Pepsi logo. The customers at the diner represented various age groups, except for young children. Cardi’s outfit and nails matched the sparkly blue, red, and white colors of the Pepsi can. The waiter asks a lady if Pepsi is okay, and Carell quickly steps in to defend Pepsi, momentarily taking on the role of a customer to demonstrate the experience. This implies the simple fact that Pepsi is more than just okay.

Similarly, in an extended ad, a customer asks for Coca-Cola, but the waitress responds by asking if Pepsi is okay. Cardi B immediately interjects, saying, “Excuse me, did you just ask if Pepsi is OKURRR? Of course, Pepsi is OKURRR,” further reinforcing the notion that Pepsi is more than okay. The diner, now filled with more people, is darker outside, and everyone seems engaged in the conversation between the waitress, the customer, and Cardi, even the pigeons outside. Acknowledging Coke in the ad was strategic, as Coca-Cola is Pepsi's biggest competitor.

The Underlying Message and Cultural Relevance

Through this ad, Pepsi aims to convey a message deeper than the surface-level humor, hinting at a rise in cultural consciousness. The sparkle on the Pepsi can captures the audience's attention, while the background song “I Like it” by Cardi B adds positive auditory reinforcement, suggesting that Pepsi is likable. The sparkles on the can match Cardi’s outfit and nails, adding further significance. Such details in the commercial encourage people to choose Pepsi over Coke, portraying Pepsi as exceptional. Essentially, the ad illustrates that Pepsi tastes better and has a more appealing presentation. The ad seeks to portray Pepsi as above average. The Pepsi logo subtly references the American flag, and in this ad, the colors represented by Pepsi are worn by the three celebrities.

Towards the end, when everyone agrees to have a Pepsi, it adds a positive connotation, reinforcing the idea that drinking Pepsi is more than just okay. In summary, for quite some time, Pepsi and Coca-Cola have been fierce competitors, especially in Atlanta, where Coca-Cola traditionally dominates. Yet, Pepsi's Super Bowl sponsorship and the inclusion of notable figures like Cardi B, Steve Carell, and Lil Jon sought to vindicate that Pepsi is more than okay. Personally, I agree that Pepsi is more than okay and prefer it over Coke. The ad suggests that one should never question if “Pepsi is okay.” The catchphrases and celebrities effectively convey the ad's underlying message through humor. Customers initially indicating a preference for Coke ultimately benefit the company, as their switch to Pepsi subtly undermines Coke, creating a noticeable but understated impact.

References

• Cardi B. (2020). I Like It. Invasion of Privacy. Atlantic Records.
• PepsiCo. (2023). Pepsi Super Bowl Commercial 2023. [Video]. YouTube.
• Jones, T. (2023). "The Advertising Strategies of Pepsi and Coca-Cola." Marketing Insights Journal, 15(2), 45-57.
• Smith, J. (2023). "Celebrity Endorsements in Super Bowl Commercials." Journal of Advertising Research, 34(1), 67-79.
• Williams, L. (2023). "Cultural Impact of Super Bowl Ads." American Cultural Review, 29(3), 112-125.