Pepsi-Cola is set to enjoy the biggest return on its investment
thanks to its advertising in the annual US SuperBowl football final last
This year, Pepsi - for the fifth consecutive year - took top honours in
USA Today’s live poll to gauge the popularity of each commercial aired
during TV coverage of the game. ’Goose’, created by BBDO New York, shows
a young man snowboarding in the clouds. He spies a goose flying
alongside and does snowboard tricks. The goose does equally acrobatic
stunts. The commercial ends when its flock forms a Pepsi logo in the sky
with the endline: ’Pepsi Generation Next’.
’Goose’ was the first ad to air in the game which helped it score 9.08
out of a possible 10.
But the real SuperBowl winner was Anheuser-Busch. The brewer aired
several teaser ads two weeks before the SuperBowl hinting that the
popular Budweiser frogs might face an assassination attempt at the hands
of a wise-cracking lizard called Louie.
Consumers in USA Today’s Ad Meter loved the work, from Goodby
Silverstein & Partners, and all four spots finished in the top ten.
Advertising airtime cost a record dollars 1.3 million for a 30-second
Next week: SuperBowl - the real winners.