• by Steve Ellwanger , February 2, 2021

Even before today’s reveal that “Flat Matthew” McConaughey will appear in an ad for Doritos 3D Crunch, it would have been impossible to avoid PepsiCo and its subsidiary Frito-Lay during this year’s Super Bowl.

PepsiCo looks to enjoy the dominant CPG presence on Sunday, with a combination of snack ads, sweepstakes and its half-time show sponsorship.

By this time last year, 15 CPG brands had released a combined 52 Super Bowl game and post-game spots, according to iSpot.tv.

As of today, nine CPG brands had released 18 spots. Notable absences from last year include Coca-Cola and Planters—the latter having “killed” its Mr. Peanut icon in what would what become a controversial move closely following the helicopter death of basketball legend Kobe Bryant.

On Jan. 15, Doritos dropped a teaser ad for the return of Doritos 3D Crunch. Shot during “The Jimmy Kimmel Show,” the ad shows actress Mindy Kaling trying to guess the identity of a mystery star who has assumed a look “that no one's ever had before," according to Kimmel.

Turns out it’s a reference to a flat, two-dimensional McConaughey struggling with mundane tasks while complaining about “not feeling quite like myself” in this final spot. He finally encounters a vending machine, slips inside for some Doritos 3D Crunch, and returns to his multidimensional self—only to become trapped inside the machine.

Yesterday, Frito-Lay unveiled a Super Bowl commercial for the newly launched Cheetos Crunch Pop Mix, with timely advice on what to do if you get caught sneaking the snack. That advice is shared by Jamaican reggae musician Orville Richard Burrell CD OJ—who is better known by his stage name, Shaggy—with husband/wife duo, actors Ashton Kutcher and Mila Kunis.

According to iSpot.tv, Doritos ranked #2 behind Bud Light for the most ads aired during Super Bowl games between 2010 and 2020—at 19 compared to Bud Light’s 26.

This year’s game also will mark Frito-Lay’s first-ever portfolio commercial. Dubbed “Twas The Night Before Super Bowl” and narrated by football running back Marshawn Lynch, it features no fewer than eight Super Bowl legends munching on Frito-Lay snacks.

PepsiCo says it has turned the 12-minute, Super Bowl halftime show starring the Canadian singer known as The Weeknd into “a six week immersive experience,” in the words of vice president of marketing Todd Kaplan.

Elements include two sweepstakes on Twitter and a TikTok challenge in which fans can film their rendition of The Weeknd’s “Save Your Tears.”

On the healthier side of the CPG shopping aisle, Danone will use the Super Bowl to debut Oikos Pro yogurt and a financial grant program for fitness instructors and independent gyms whose businesses have been hurt by the pandemic.

In this spot, Oikos spokespeople and New York-based fitness trainers make their most epic “pro faces” as they push their limits in the gym.

Oikos is giving away 100% of February profits from the sale of Oikos Pro—with a minimum donation of $100,000—to 100 trainers and independent gym operators via $1,000 grants to help strengthen their businesses.