Coca-Cola has long been a main sponsor of American Idol, but it won’t be that way on Simon Cowell’s new show. The X-Factor has gotten into bed with Pepsi, and will be seen on judge’s cup, on banners and more.
More than sponsoring the show, Pepsi will have the winner star in a commercial to be shown during the Super Bowl on February 5. This sponsorship will cost Pepsi $60 million.
It s been the most collaborative relationship I ve ever had with a sponsor, said Cowell. From Day 1, they just bought into what we d planned for the show, and almost became like producers. As we developed the show, we consulted with them in all the decisions, and they came and presented to us their own marketing ideas.
Historically our approach, from Michael Jackson in the 80s through Britney Spears in 2001, was really an approach of borrowed equity, said Frank Cooper, the global consumer engagement officer, PepsiCo Beverages. The X Factor relationship is more about what role a brand can play in an entertainment platform beyond simple sponsorship.
The Super Bowl ad will be billed as one of the top prizes of the show. Pepsi’s presence will also include a Pepsi Challenge where views choose the song contestants will sing, and customers will also have a chance to vote on parts of the Super Bowl ad online.
With Diet Coke having surpassed Pepsi for the number two cola beverage on the market, Pepsi hopes the increase in traditional marketing will slide the pendulum back in their favor. Our hope, and our intention, is to find the right balance in spending between TV and digital, said Cooper. When people are sitting on the couch looking at the TV, you will see that the actual elements of the song they are singing have been filtered by, shaped by and ultimately brought to you by Pepsi.
Source: New York Times
