As the 2023 NFL season gears up, PepsiCo further cements its bond with the league by designating Pepsi Zero Sugar as the “Official Zero”. This strategic branding coincides with the NFL’s recent decision to introduce the number zero on player jerseys.
PepsiCo’s move is in line with its ambition to amplify the zero-sugar soda’s prominence, especially post its recipe modification earlier this year. There’s a notable lean towards zero-sugar drinks over the traditional ‘diet‘ variants, largely due to the latter’s dwindling popularity among younger demographics. Having transitioned Pepsi Max to Pepsi Zero Sugar in 2016, the company has consistently aimed at enlarging its stake in this market segment.
Engaging fans further, Pepsi Zero Sugar is set to roll out opportunities for enthusiasts to clinch tickets to NFL games later this season. Additionally, fan favorites like the Pepsi Zero Sugar NFL Rookie of the Week and Rookie of the Year initiatives will be revived.
“Fans are eagerly anticipating their favorite players opting for the number Zero. This makes it an opportune moment for Pepsi Zero Sugar to resonate with the most ardent football aficionados,” mentioned Melissa Duhaime, PepsiCo’s Director of Sports Marketing.
Over the last few years, brand promotions associated with the NFL have seen notable shifts. Anheuser-Busch InBev’s decision to end its exclusive rights to Super Bowl alcohol ads, after a 30-year stint, made waves. Similarly, Pepsi took a fresh approach by discontinuing its sponsorship of the Super Bowl Halftime Show in 2022.
PepsiCo’s decision to enhance its partnership with the NFL by branding Pepsi Zero Sugar as the “Official Zero” is a masterstroke in capitalizing on evolving consumer preferences. It emphasizes the company’s agility in adapting to market shifts. The future of soda might be zero-sugar, and PepsiCo is tactically positioning itself at the forefront of this evolution.