Pepsi Super Bowl LV Halftime Show

Tapping Pepsi’s legacy in culture-driven branding, the NFL’s leadership in American sports, and Roc Nation’s hold on the business of music and artist collaboration, the Pepsi Halftime Show is the most watched and talked about moment of every year. More than just a performance, the Show unites people from all walks of life for a brief moment in time through entertainment. This year’s collaboration for Super Bowl LV attracted over 100 million viewers, landed Pepsi the #1 share-of-voice among all brands on social, and boosted The Weeknd’s music sales by 385%.

Amid a pandemic in 2021 and with safety the utmost priority, PepsiCo and partners pulled off a stunning socially-distanced production—the first Show with limited fan attendance, a stage built directly into the stands, and hundreds of dancers filling the field. Following a year without live music, Pepsi completely reimagined the Show in close partnership with headlining artist, The Weeknd, turning the 12-minute performance into a six-week media platform.

To build excitement and buzz for the performance, Pepsi put its media and marketing muscle behind promoting The Weeknd, running a national campaign leading up to the Show that featured its headliner in a commercial throughout the NFL playoffs for the first time ever.

Pepsi brought fans closer to the experience than ever before, launching a digital portal using QR code technology on its limited edition SBLV cans to unlock content weekly, showcasing every moment of preparation and rehearsing. And for the first time ever, Pepsi is partnering with Showtime to release an exclusive behind-the-scenes making of the Pepsi SBLV Halftime Show documentary—immortalizing the performance for years to come.