PepsiCo is gearing up for this year’s Super Bowl in the US with a “community-first” Pepsi activation across Florida ahead of the game.
The state-specific push, which forms part of the company’s ‘Stronger Together’ campaign for flagship brand Pepsi, launches this week and runs up to the Super Bowl, on 7 February. In Tampa, which will host Super Bowl LV, the group will work with the National Restaurant Association Educational Foundation, providing grants totalling US$100,000 to restaurants in and around the city.
At the same time, PepsiCo will provide a further $10,000 for Tampa’s restaurants through the Florida Restaurant & Lodging Association.
On Gameday, drones will be used to drop Pepsi merchandise to selected Tampa consumers to “help make their homegating experience an unforgettable one”.
“When we launched Pepsi Stronger Together, we aimed to give back to communities around the country while inspiring people in those communities to take action,” said Derek Lewis, president of PepsiCo Beverages North America’s south division. “We have seen an incredible response in cities from Miami to Memphis, Louisville to Washington DC – from a charitable food drive, a community basketball court refurbishment, to mentorship programs with local universities.
“We are thrilled to be able to give back to the Tampa Bay community during a time of such cultural importance, the Super Bowl.”
Earlier this week, PepsiCo flashed its tech credentials, announcing the latest intake to its accelerator programme in Europe. Among the ten start-ups is Braingaze, a Spanish company making game-based therapy software that uses eye-tracking hardware to capture involuntary eye movement that can be analysed to help diagnose mental health conditions.
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