On 23 January, PepsiCo owned snack brand and NFL partner Frito-Lay, a brand dedicated to celebrating sports fandom, launched its 2024 Big Game ‘Taste Of The Super Bowl’ marketing program which at its core offered one fan a rare chance to play a key role in the official victory celebration.
The chip brand marketers understand that a trip to the Super Bowl is a lifelong dream of most NFL fans and thus making that dream a reality with a once-in-a-lifetime opportunity to personally press the button that launches the NFL’s official in-stadium confetti drop for the winning team at Super Bowl LVIII.
For the chance to be the official confetti button pusher, fans can simply purchase a specially marked Frito-Lay Taste of Super Bowl bags, now available in stores nationwide. The first 500 eligible fans to scan the QR code on their favorite specially marked Frito-Lay snacks beginning 25 January will win a special Taste of Super Bowl Confetti Kit and be entered for a chance to win a trip to Super Bowl LVIII in Las Vegas to meet Marshawn Lynch and press the official Super Bowl LVIII confetti button.
Frito-Lay’s ‘Taste of Super Bowl’ campaign featured a television commercial which rolled out in the first week of January (a month ahead of the Big Game) starring football legends and trophy winners Rob Gronkowski, Marshawn Lynch and Troy Polamalu who themselves rediscover the taste of victory – with a chip-inspired twist.
The former Super Bowl champions— with a combined seven Super Bowl victories between them – experience confetti bursting from bags of Lay’s, Cheetos and Tostitos. The crunch of the chip and subsequent pop of confetti transports them right back to the feeling of celebrating on football’s biggest stage.
These football legends together combined with confetti popping led to hilarious antics – and even some pranks – during the filming of the commercial. Indeed, fans were offered a look behind the scenes via a social supporting ‘making of’ and ‘bloopers’ style spots which dropped on 2 February.
The spots were created by Frito-Lay’s internal creative agency and directed by acclaimed director Peter Berg
The brand also offered other Big Game marketing strands such as surprise ticket giveaways and even a food-focused Big Game initiative.
As well as the Big Game advertising, Frito-Lay also brough an immersive fan experience to host city Las Vegas. Fans in Sin City had the opportunity to take a seat in the hottest ride on the Strip, feel the love at the Cheetos Chapel, try their luck at the Frito-Lay Snackpot – and more.
The Frito-Lay Chip Strip is located on the Brooklyn Bridge at New York, New York Hotel & Casino and is open daily from 8 February through 11 February. Doritos Dinamita, which will also be featured at the Frito-Lay Chip Strip, announced a fiery in-game commercial for Super Bowl LVIII and exploded onto snack shelves this month with new spice-packed flavors and an unexpected new shape.
As the Official Chip & Dip of the NFL, Tostitos returned to the Super Bowl with Tost by Tostitos. At the complimentary limited-time experience, Tostitos is inviting fans to go on a culinary journey and enjoy Tostitos chips and dip in a way they never have before. Tostitos’ key ingredient – corn – is at the center of the recipes, taking Tostitos beyond the chip bag and transforming it into one-of-a-kind culinary creations.
In support of its ambitious pep+ (PepsiCo Positive) goals, Frito-Lay is reimagining packaging possibilities at the Chip Strip. Visitors will be able to experience the latest touchdown in its sustainability journey – all while enjoying their favorite Game Day snack products. Featuring an industrially compostable bag, this technology is a critical step forward in building a world where packaging never becomes waste.
Specially marked Taste of Super Bowl Frito-Lay products are also available at retailers nationwide.
“At Frito-Lay, our fans are at the center of everything we do – and we’re always dreaming up new and exciting ways to heighten the game-watching experience during the biggest sports moments of the year,” said Brett O’Brien, chief marketing officer, PepsiCo Foods North America. “The joy that comes with the Super Bowl confetti drop is truly unique. We loved bringing this feeling to life in our Taste of Super Bowl campaign and now will let one of our fans be the one to kick off the celebration at Super Bowl LVIII.”
“Frito-Lay’s NFL Playoff campaigns are always creative, next level and fun to be in, and I’ve had a dope time working with them all these years,” said Lynch. “It’s impressive how they actually make fans part of the experience, and now they are giving someone the chance to hit the confetti button at Super Bowl LVIII. I’m excited to get to Vegas, meet the winner, have some fun and make sure get they’re ready for game day.”
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