Timberlake Puts Bai Marketing On Hold For Pepsi Super Bowl Show
By: E.J Schultz Ad week
Ad week, October 23, 2017
With Super Bowl LII just days away comes much anticipation for the big kick off, advertisements and of course the Pepsi Halftime Show. On average 112.2 million people watch the game, with a viewer increase of 1.6% during the commercial breaks and a whopping 114.4 million (1.94%) viewers during the Pepsi Halftime Show.
For an unprecedented the third time, Justin Timberlake will be performing for this year’s Pepsi Halftime Show. Timberlake in a past performance at the Super Bowl caused controversy with a wardrobe malfunction performing alongside Janet Jackson. This year there has been buzz around the Timberlake performance with rumors that Jackson may make an appearance this year. If this comes to fruition, it may result in this years Super Bowl being the most viewed halftime performance in Super Bowl history.
In order for Timberlake to commit to performing in the Pepsi Halftime Show he had to temporarily suspend his endorsement activities with Bai. Bai is owned by Dr. Pepper Snapple Bottling Group which consummated an endorsement deal with Timberlake just over a year ago. This is a controversial issue for both brands because Bai will not be able to use Timberlake’s name until after the February 4th game. Timberlake is on record stating that he is passionate about Bai as it is a much healthier alternative to Soda beverages, but his social media pages have been shifted from Bai to Pepsi to promote their brand and his upcoming performance. Timberlake had to enter into a none traditional agreement with Pepsi due to conflict of interest.
This is an extremely strategic move for Pepsi because they found a way to secure Timberlake for the Pepsi Halftime show. To be successful in business, it’s imperative to look at every opportunity through a different lens. It appears Pepsi did an immense amount of due diligence and preparation to understand the playing field while building a compelling, convincing message to gain Timberlake and Timberlake’s management teams alignment. Kudos to the Timberlake management team for pushing the limits on the contractual situation to retain Bai. Outstanding work. The KMAC Group is all about strategy implementation. Without execution on a plan, nothing happens. By defining a clear strategy, making tough choices and setting goals followed with decisive, proactive execution will help you getting things done to meet those goal.
Happy Super Bowl Sunday!!
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For the full article click here: Timberlake Puts Bai Marketing on Hold f…per Bowl | Special- Super Bowl – AdAge