Pepsi’s Wild Cherry Brand on the Big Screen for Super Bowl LVIII

At over 366 feet tall and exterior sizing of 580,000 SQ FT the Vegas Sphere provides an estimated 4.7 million impressions a day and brings in around $450,000 per day or $650,000 per week just to rent the space on a normal week. For the Super Bowl the price is for sure higher. Pretty impressive marketing stats and price tag! For a company like Pepsi with a marketing budget to allow for such a spend, it was a no brainer to take advantage of this impressive opportunity for Super Bowl LVIII.

According to the press release posted on PRWire Pepsi Co. has already started their activation campaign leading up to the big game in an effort to draw in the millennial drinker with the climax to be on February 11th.

The commercial stars TikTok influencer, Zach King. According to the press release it was a great experience.

“I loved working with Pepsi Wild Cherry to bring my unique brand of digital magic to the latest wonder of the world, Sphere,” said Zach King. “Sphere has had people buzzing for months, so I was thrilled to put my own wild spin on it and interact with this landmark in an entirely new way… all from the comfort of my hotel room, of course.”

The Sphere

Let’s take a moment to focus on the marketing venue for a moment. This dome is so impressive inside and out. As you can see by the commercial and the picture above it really is an attention getter outside.

CBS News caught up with U2 to find out just how impressive the dome is inside too.

I have been to Las Vegas. Each building is unique and awesome. Seeing this dome must be just as cool if not more cool.

Why Wild Cherry?

You may be asking yourself as I did, why would Pepsi choose to promote their Wild Cherry Cola? According to Marketing Dive it just makes sense to tap into the millennial mindset.

“Their lives look different now than they did 10-20 years ago, but they still know how to have fun, they still know how to indulge,” said Jenny Danzi, senior director of Pepsi Trademark, herself a millennial. “It’s just that that indulgence looks a little bit tamer these days.”

Application to Digital Marketers

It will be interesting to see how this program works out for Pepsi Co. In fact, as a Cherry Coke lover myself and Millennial too, I may stop by and pick me up a Wild Cherry Pepsi and give it a try.

As we have been discussing Super Bowl LVIII this month as it is a marketers best example of branding on the grand stage.

So you may be wondering, how does this campaign help me in my daily marketing routine? We can definitely learn the power of research. Pepsi Co. decided that this demographic was under served and saw this as an opportunity to capitalize. Know your demographic and create your plan around it. Pepsi Co. is using trendy tech and targeted speech to reach them. Is your marketing speaking to your target market? If not, take a lesson from one of the experts on it and do your research. Find your target market. Speak to them directly.