Free Offer Targets Gameday Entertaining Pepsi is launching a free 12-pack promotion for Pepsi Zero Sugar during NFL Kickoff weekend (September 9-14), timed to help fans stock up for tailgates and at-home viewing parties. The offer kicks off the return of Pepsi's "Tailgating Deserves Pepsi" marketing platform.
Campaign Features Hall of Famer, NFL Star The initiative centers on a campaign starring Pro Football Hall of Famer Jerome "The Bus" Bettis and NFL player Justin Jefferson. In the concept, Bettis serves as "Pepsi's official referee of gameday flavor," throwing a flag when football favorites are served without an ice-cold Pepsi. As the brand frames it, "Pepsi's bold flavor brings out the best in every bite" whether the menu features pizza, hot dogs, burgers, wings or other fare.
Season-Long Rollout Planned Pepsi plans to release two additional campaign spots throughout the season—one set in a fan's home and another in a grocery store aisle—during high-profile NFL moments. The brand will also offer exclusive merchandise drops, tailgate experiences, and custom activations tied to individual teams.
Why It Matters
The promotion exemplifies how major CPG brands leverage sports partnerships to drive trial and consumption during peak entertainment occasions. For operators and retailers, the campaign signals continued heavy co-marketing investment around NFL viewership, which typically drives incremental beverage sales during the season.
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Written by FBM Publications Editors
