Pepsi Kicks Off 2007 With Big Super Bowl Presence

PepsiCo--which will air three new 30-second ads for its Sierra Mist lemon-lime soft drink and sponsor the halftime show starring Prince on Sunday's Super Bowl broadcast--is also launching a massive TV, print and outdoor ad campaign this week to tout the Pepsi brand and 35 new can designs.

"2007 is going to be one of Pepsi's all-time years," says John Sicher, publisher of Beverage Digest. "There will be new products, new packaging, new advertising and a bigger presence in the Super Bowl."

One likely driver of this intense consumer courtship, Sicher says, is that Pepsi may have to raise prices this year to cover higher material costs. Cie Nicholson, Pepsi's North America marketing chief, says pricing is "one element of many" in Pepsi's ad decisions.

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