It was a high note to punctuate a history of successes. “The Halftime Show was iconic for our brand and the artists that we worked with: 26 musical acts representing 168 Grammys and almost 1,000 Billboard hits have graced the Pepsi Super Bowl Halftime Show stage over the past 10 years,” says Harter. “Our deep consumer connection is evident through the social media results, which included winning the Twitter Brand Bowl three years in a row and earning 72 percent share of voice on social media, among all other brands, in 2022.”
To memorialize the herculean feat of putting on a Super Bowl Halftime Show with production partners the NFL and Roc Nation, Pepsi last year debuted “The Show,” a 90-minute documentary premiering on Showtime and chronicling the efforts behind The Weeknd’s 2021 performance. But Pepsi sunsetting its lead billing for the annual event certainly doesn’t mean the brand is stepping back from music.
“Pepsi’s decision to leave the Halftime Show is the first move in its much larger strategic shift to bring unprecedented music and entertainment experiences to fans—where they are now, and where they will be in the future,” says Harter. “As entertainment evolves, and the way people consume music changes, Pepsi is working to guarantee the level of access and engaging experiences fans have come to expect from the brand.”
What makes a star a good partner for Pepsi?
“Each artist brings something different to the table—allowing us to reach new audiences in various ways,” says Harter. “The artists must be a strong representation of our brand values and commitment to elevating the consumer experience. Sometimes, we work with an artist because of their ability to deliver unapologetic enjoyment, and other times we turn to them for their shared dedication to supporting and uplifting marginalized voices and communities.”
In fact, more and more, Pepsi’s focus in the music space includes using its profile and resources not just to amplify some of the music industry’s biggest voices, but to elevate rising young talent as well—even those just starting their careers.
“We believe this deeply rooted heritage in music calls the PepsiCo brands to a higher purpose, giving us the ability to leverage our many platforms to amplify the voices of emerging artists, shine a spotlight on their music, and create opportunities to showcase their talents on a bigger stage,” says Harter, who has been at the company since the early 2000s, and whose responsibilities have included a focus on music for the last 11 years.
“The essence of brand Pepsi has always been for those who are young at heart, and music, at its core, is constantly evolving and being reimagined. Pepsi’s musical collaborations have evolved from generation to generation, but its commitment to unapologetic joy and the power of music remains the same.”