Frito-Lay to run the first trio of Super Bowl commercials


For the first time during the Super Bowl, PepsiCo’s Frito-Lay division will run three ads, premiering TV advertisements for Doritos, Cheetos, and its candy brand range. The portfolio campaign will feature the most NFL stars ever in a PepsiCo location.

In the Frito-Lay portfolio commercial, Peyton and Eli Manning, Troy Aikman, Deion Sanders, and other football luminaries will star. The firm will also run commercials for Doritos 3D Crunch, the cone-shape tortilla chips reintroduced last month by the candy maker, and a new offering from the Cheetos brand, Cheetos Crunch Pop Mix.

The expanded Super Bowl game by Frito-Lay arrives as PepsiCo’s parent company revamps its ads around the big game. Instead of endorsing headliner The Weekend in a multi-channel advertisement that involves nationwide TV advertising, web content, and a microsite, along with in-store activations, the company’s Pepsi soda brand, the regular Super Bowl halftime show sponsor, would skip an in-game commercial this year.

Frito-ambitions Lay’s for an increased presence this year during the Super Bowl show PepsiCo is aiming to bring the spotlight on its snacks brand, a segment that has taken off during the pandemic of popularity. Via a new direct-to-consumer website,, Frito-Lay items are sold that PepsiCo has highlighted more heavily in its late ads, but it remains to be seen what role the channel will play at the Super Bowl.

PepsiCo brands are poised to have a dominant role in the Super Bowl this year, with Pepsi sponsoring the halftime show again. The company’s Mtn Dew soda plans to return with an in-game TV commercial for the second year in a row as well. Although Mexican brands such as Ford, Hyundai, Little Caesars, and Avocados do not run commercials, Anheuser-Busch, M&M’s, Pringles, Toyota, and TurboTax are among the most common brands.

Uncertainty about COVID-19 looms over Super Bowl LV, but the game is primed to be the year’s most-watched TV experience and a place where millions of customers will be able to hit Frito-Lay. Although the NFL has had lower ratings on a packed schedule for live sports during the regular season, the post-season games attract greater viewers than competing programming.

With its coverage of a wildcard game that gathered 20 million viewers, per Nielsen data cited by Variety, NBC received the highest ratings on Sunday night. The leading numbers in viewership show how live sports on linear TV still have the ability to attract a mainstream audience. Although several individuals this year do not throw Super Bowl celebrations, there is also the likelihood that they may tune in for the big game.

As U.S. customers enjoy more meals at home instead of going out during the pandemic, Frito-Lay has become a bright spot for PepsiCo. In the third quarter, organic revenues of Frito-Lay North America rose by 6 percent from a year ago, higher than the 4.2 percent raise for the whole sector, according to a quarterly earnings announcement.

The Tostitos, Cheetos, and Doritos brands of the snack division saw greater success, while the Quaker Foods division of PepsiCo saw double-digit growth in pasta and macaroni and cheese dishes, CNBC reported. Frito-Lay may be setting the tone for further commercial activity during the year by launching three ads throughout the Super Bowl.

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