Pepsi Tells Us Why A Super Bowl Ad Should Never Just Be A One-Off

via BusinessInsider

Pepsi-owner PepsiCo is spending a huge amount of its budget on the Super Bowl this year.

It has a raft of ads and marketing activity planned for the big game across its portfolio of brands. Not least: Pepsi sponsoring the huge half-time show, which will feature Katy Perry and Lenny Kravitz. (We’ve listed everything we know so far about PepsiCo’s Super Bowl plans at the end of this article.)

Many other brands have started teasing their ad campaigns over the past few weeks as excitement builds toward kick-off on February 1. But PepsiCo says its Super Bowl campaign is the culmination of a season’s worth of activity.

We spoke over the phone with the chief marketing officer of Frito-Lay Ram Krishnan (which is promoting Doritos during the game) and Pepsi’s chief marketing officer for North American beverages Simon Lowden (who is also responsible for the Mountain Dew ads running ahead of the game) about why brands that just dip in and out of the Super Bowl or buy ads as a one-off are missing the real attraction of the big game.

PepsiCo is three years into a 10-year deal with the NFL (but its relationship stretches back 31 years) and this year will mark the fourth time Pepsi has sponsored the half time show (you might remember Bruno Mars and the Red Hot Chili Peppers from last year’s game.) Many of its brands are now intertwined with the NFL: Gatorade has been the official sports drink of the league since 1983 and Doritos has been running its “Crash the Super Bowl” since 2006.

Krishnan told us: “If you spend $3.5 million or $4.5 million on a Super Bowl spot, if you don’t have consumer engagement throughout the whole season, I’m not sure that pays off. The Super Bowl is the big day, but [for us] it’s the culmination of a whole year of effort.”

Lowden added: “There are 185 million domestic fans for football. The great thing about the NFL is that every game is like the FA Cup Final. Every game matters.”

So for PepsiCo brands, Super Bowl activity really starts way back in September. That’s when Doritos relaunched its long-running “Crash the Super Bowl” competition in which it asks consumers to send in their entries for their videos to be made into the brand’s big game ad, for example. The competition received about 4,900 entries, and the finalists’ videos — which can be viewed on a dedicated website — have racked up more than 3.2 billion impressions.

Here's one of the entrants bidding for a Super Bowl ad slot (and a $1 million prize): 

Meanwhile, Pepsi’s Super Bowl-related activity has achieved 1 billion impressions since the end of November, Lowden says, although that has been helped by some TV teasers.

But even with the season-long rhetoric in mind, PepsiCo has still forked out a considerable amount on the game itself: The half time show doesn’t come cheap, it has purchased several of those coveted $4.5 million 30-second slots, and that’s not to mention the second-screen paid activity it has planned with Facebook and Twitter. Clearly there’s something about the Super Bowl itself that PepsiCo thinks will pay off?

Lowden tells us: “What we know is we have a 70% year on year increase in better in-store programs with [retailers]. Snacks and beverages together. These are on-shelf displays that we would not get without the NFL program. That’s part of how we measure success.”

Basically, on and around the big game, PepsiCo’s massive marketing program drives traffic into stores. Retailers love this and offer up more shelf space and coveted end-of-aisle slots. PepsiCo sells more products. It’s a perfect circle. But it’s something that can only come out of its brand’s already-strong associations with the NFL — something many brand advertisers simply don’t and likely never will have so long as PepsiCo continues its relationship with the league.

Lowden adds: “The NFL would say their best partner, without a doubt, is PepsiCo. We are three years into a 10-year deal. With that comes enormous trust and planning: We started planning Super Bowl 50 in San Francisco a year ago. We plan together and become part of the brand team.”

With that comes access to shared data about what motivates people to watch games and buy related snacks and drinks. And that’s something that only comes with a relationship, not a one-off punt.

PepsiCo is prepping its “biggest activation ever” during the Super Bowl this year. Here’s what it has planned:

Pepsi

Sponsoring the half-time show starring Katy Perry and Lenny Kravitz, plus a lead-in commercial.

Viewers can even "shop" the half time show, buying the items that appear on screen via platforms like Twitter thanks to a partnership with ShopTV.

Paid-for Twitter Amplify and Facebook activity to promote the second-screen experience throughout the show.

Outdoor advertising all over the Phoenix area, where the game is being played — including mysterious crop circles. Lowden told us Pepsi is playing on the theme of the desert and we should think "Close Encounters of the Third Kind."

On January 18 the brand held a concert with a performance form Nico & Vinz as part of a “Hype Your Hometown” competition.

Doritos

Two “Crash the Super Bowl” ads.

Mountain Dew

11 ads during the Super Bowl pre-game show to showcase two new “KICKSTART” flavors.

Tostidos

The official chip and dip sponsor of the NFL is hosting a Super Bowl party experience from January 28 to February 1 in downtown Phoenix.

And that's not to mention all the in-store and on-pack activity across many more of PepsiCo's brands.

Pepsi, Not Aliens, Is Behind Crop Circle Near Super Bowl Stadium

via Creativity

A crop circle mysteriously appeared in Glendale, Arizona, half a mile from where the Super Bowl will take place at the University of Phoenix Stadium. The giant icon bears a familiar beverage giant's logo and spans 120 yards, which happens to be the size of a professional football field. Is this the product of football-loving extra-terrestrials? Nope, just part of Pepsi's marketing push for the big game, created out of Mekanism.

The advertiser, which is sponsoring the Halftime Show, promises an "out-of-this-world" performance from Katy Perry and created the circle as part of its ad efforts. The campaign also includes this sci-fi themed teaser spot about "strange things are happening in the desert," which hints at how Pepsi will introduce the pop star before her performance.

PepsiCo Expands Distribution of Stevia-Sweetened Cola

via WallStreetJournal

ENLARGE

Pepsi True PHOTO: PEPSICO/ASSOCIATED PRESS

The stevia cola wars are slowly heating up as PepsiCo Inc. and rivalCoca-Cola Co. try to tap growing consumer thirst for natural sweeteners.

PepsiCo confirmed Monday it is starting a limited rollout of stevia-sweetened Pepsi True in stores in Denver, Minneapolis and Washington this week after launching the reduced-calorie cola on Amazon.com last October.

The expansion beyond online sales follows in Coke’s footsteps, which launched stevia-sweetened Coca-Cola Life in a small number of U.S. stores last August before expanding it nationally last November.

Beverage Digest, a trade publication, tweeted PepsiCo’s expanded distribution plans earlier Monday.

PepsiCo and Coke are hoping the zero-calorie sweetener, derived from the stevia plant, will lure back some consumers after a decadelong decline in U.S. soda volumes. Many calorie-conscious Americans have scaled back on regular soda, which is typically sweetened with high-fructose corn syrup. Growing numbers also are dropping diet soda because of health concerns over artificial sweeteners like aspartame.

Stevia can leave a bitter aftertaste and Coke and PepsiCo continue to experiment with formulations. Pepsi True and Coca-Cola Life are both sweetened with a mix of stevia and cane sugar.

Pepsi True and Coca-Cola Life both feature green-colored packaging to play up the use of natural sweeteners. U.S. store sales of natural sweeteners including agave, monk fruit and honey have risen in recent years and a growing number of consumers say they try to avoid high-fructose corn syrup, which they view as less natural than traditional sugar.

Pepsi True has 40% fewer calories than regular Pepsi. It will be sold in 10-ounce cans and 12-ounce glass bottles in the three cities, in addition to the 60-calorie, 7.5-ounce cans already sold online at Amazon.com and Walmart.com.

Coca-Cola Life has 35% fewer calories than regular Coke. In addition to the 60-calorie, 8-ounce glass bottles launched last year, it is now also available in 12-ounce cans and 20-ounce bottles nationally.

Andrea Foote, a PepsiCo spokeswoman, said there are no current plans to distribute Pepsi True nationally as the company continues to gauge consumer reaction. But “we feel good’’ about initial online orders, said Ms. Foote, who declined to share any hard sales data.

Scott Williamson, a Coca-Cola spokesman, also declined to share any hard sales data but said the rollout has been encouraging so far. “While still early, we’re pleased with how it is performing,’’ he said.

Pepsi's Music Chief Makes the Super Bowl Sing On the brand's ties with artists like Katy Perry

via AdWeek

"At Pepsi, music and sports are part of our DNA," says Emma Quigley. | Photo: Joshua Scott

Emma Quigley, who joined PepsiCo last October as its first North American head of music, is a heavy hitter in music, having spent the previous two years leading global marketing efforts at Capitol Music Group, with earlier senior stints at EMI and Universal Music. When she joined the beverage giant, Quigley said one of her central goals was to forge relationships with emerging artists. But as the Super Bowl approaches, Pepsi's music mantle rests with superstar Katy Perry, who will head this year's halftime extravaganza.

Adweek: What's your mandate at Pepsi?
Emma Quigley: Pepsi has an incredible history in music. I intend to not only keep that tradition alive, but to also look at new ways of working with artists and with partners. Most days are filled with meetings, brainstorming and strategizing with the brands on platforms, programs and artist discussions. In between meetings, I catch up with labels, agents and managers.

My mandate here is to maintain the stellar legacy Pepsi has held for so long and continue to find ways to help us evolve and grow even further. Among other things, I'm currently looking at ways we can work with emerging artists in 2015 that will have a noticeable impact. We're also going to be working with partners that strengthen our presence in the music space.

So it's not all about superstars?
Our millennial consumers are all about discovering new artists, and Pepsi is helping to bring them a wide range of new content. Sites like Pepsi Pulse and our Artist Spotlight Programare vessels for sharing content—like our recent work with Nico & Vinz, Mayaeni and Sebastian Mikael.

What makes an artist a great match for the brand?
The Pepsi consumer comes from many different demographics. As a brand, that means our music partnerships have to span a range of genres, from pop to country to urban to Latin.

What is a deal or music play you've done for Pepsi since you joined? 
My first major project [last November] involved working on our "Operation Halftime" event in Corpus Christi [Texas], featuring Blake Shelton. It was an amazing concert held on the USS Lexington for veterans and their families, which was turned into a TV spot that aired on Thanksgiving Day and kicked off our "Hype Your Hometown" campaign. Blake already had a strong history of partnership with the brand, and the nature of the event lent itself perfectly to this artist-brand partnership.

Brands today can potentially have more marketing impact for artists than record labels.
I would not discount the labels. We are not invested in artists in the same way the labels are, and it's always a lot easier when you have the ability to cherry pick. That said, there is a lot of clutter out there right now, making it difficult for artists to gain traction. Brands have the ability to cut through the clutter in a powerful way.

Do you get pitched by bands?
I do not receive demos from artists. I come across things organically and always keep my ear to the ground. But more times than not, I work with a fantastic team of people who regularly bring new music to my attention.

Is your Pepsi role similar to what you did at Capitol?
The role is very different. At PepsiCo, I have the opportunity to work with an incredibly diverse wealth of talent in a multitude of ways. It's a different challenge every day. Coming from a label, I bring a different perspective and also the unique understanding of how artists like to work with brands.

Why is Katy a great fit for halftime?
Katy Perry is a pop culture icon. Pepsi actually has a history with Katy that precedes the halftime show. We partnered on her 2013 Video Music Awards performance below the Brooklyn Bridge and helped promote her documentary Part of Me. We know millions of women tune into the Super Bowl, a number that is increasing every year. As a brand we are mindful of the purchasing power this strong demographic holds.

So, she primarily appeals to female viewers?
Katy appeals to everyone. She is one of those rare artists that is loved by men and women, young and old, and everything in between.

Lenny Kravitz is also on the bill. How does signing a '90s rocker fit into Pepsi's strategy?
Anytime you can pair artists across eras or genres you are going to get an increase in viewership and the breadth of audience you will reach.

How will Pepsi measure the success of the show?
The experience starts earlier than the actual Super Bowl. That's why this year, we really wanted to enable fans to get excited ... well before the 12-minute performance. Earlier this season, we kicked off our "Hyped for Halftime" campaign, unleashing the spirit of halftime in ways that are bigger, better and earlier than ever before. We're starting the conversation in a way that drives Pepsi to own the halftime conversation for weeks leading up to the show.

Why is it smart for brands to leverage pop music?A brand like Pepsi is able to reach an already existing, and excited, fan base of artists that otherwise might be difficult to reach. And the same goes for artists when they partner with the right type of brand.

What's your advice for brands looking to play in the music-sports space?Sports and music programs, like any brand partnership, need to feel truly authentic, delivering a message the brand stands for in a way that is truly engaging for the target consumer. At Pepsi, music and sports are part of our DNA—we live and breathe it much like our fans do, so it is a natural fit for us to engage in such spaces.

Coke's Super Bowl Ad Seeks to Make the Internet Happier

via AdAge

Coca-Cola has an ambitious plan for its Super Bowl ad. "Our goal is to inspire America to become a collective force for positivity," Jennifer Healan, Coca-Cola's group director of integrated marketing content, said Monday on the marketer's corporate blog, which previewed the 60-second spot.

The ad, by Wieden & Kennedy, Portland, will "tackle the pervasive negativity polluting social media feeds and comment threads across the Internet," the company stated. At the end of the spot Coke will tout the hashtag, "#MakeItHappy," as "a call to action to promote positivity both online and in the real world."

The ad will run in the first quarter and will not be released early. But the brand will seek to build buzz by releasing three short teaser ads on TV and at cinemas. Additionally, Coke will post four web-only vignettes on social channels, featuring "testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam, as well as those who make it a mission to spread happiness online, like Kid President," the company stated.

Coca-Cola is alo partnering with DoSomething.org before and after the game, "mobilizing the organization's community of 3.3 million young people to help spread the importance of making the Internet a happier place," the company said. The organization gets involved in varying causes, from "from poverty to violence to the environment to literally everything else," according to its website.

"Coca-Cola has always stood for optimism, uplift and inclusion … and these core values have been a common thread in our advertising through the years," said Andy McMillin, VP and GM of Coca-Cola Trademark Brands. "The brand is at its best when it expresses a point of view that reinforces its values and represents the cultural times and communities in which our brand lives -- from 'Boys on the Bench' and 'Hilltop' to 'Mean Joe Greene' and last year's Big Game spot, 'It's Beautiful.'"

Last year's "American Is Beautiful" was among the most talked-about Super Bowl ads last year, sparking debate for its use of several diverse faces singing "America the Beautiful" in several languages.

This is the ninth consecutive year Coca-Cola has advertised during the Super Bowl. This year's buy is down from last year, when Coke ran two 60-second spots.

Snapchat Story, Pre-Game Spot To Support New Mtn Dew Kickstart Flavors

via MediaPost

To introduce two new flavors of its Mtn Dew Kickstart beverages line, PepsiCo's Mountain Dew brand will offer a real-time, consumer-driven Snapchat story, as well as a new TV spot debuting on the Super Bowl's Pre-Game Show.

With a core customer base of young adult and teen males, Mountain Dew has long been known as a digital innovator. In addition to using Snapchat's "Our Stories" feature, the new campaign, "It All Starts with a Kick," will offer other digital and social content extensions through platforms including Vine, Twitter and YouTube, using a #Kickstart hashtag.

The pre-Super Bowl spot features the track "Out The Speakers (Feat. Rich Kidz)" by A-Trak and Milo & Otis, and former "So You Think You Can Dance" contestant D-Trix.

The brand is also launching a new Kickstart site, and plans an eight-month Kickstart sampling tour in which five trucks will visit college campuses and retail locations.

Launched two years ago, Mtn Dew Kickstart includes varieties positioned as alternatives to traditional morning beverages, as well as ones marketed as energizing choices for evening. 

The line has become one of PepsiCo's most successful beverage introductions of the past decade. Its sales jumped by more than 50% in its second year, to reach nearly $250 million, according to the company.  

The Kickstart beverages combine Mountain Dew, fruit juice and coconut water. The new flavors, pineapple orange mango and strawberry kiwi, have 60 calories per 12-ounce can. They join existing fruit punch and orange citrus "morning" varieties and black cherry and limeade "evening" varieties.

See Craig Robinson's Super Bowl Shorts for Pepsi

via AdAge

Super Bowl ad teaser season is in full-swing, with brands such as Bud Light, Snickers, Mercedes-Benz and Victoria's Secret all releasing videos in recent days in an attempt to win the ad game before the big game.

But one brand has been at it for months: Pepsi, which began promoting its halftime sponsorship back in November, with a video starring halftime performer Katy Perry and another featuring Blake Shelton. From Thanksgiving Day to the Super Bowl, Pepsi will churn out nearly 40 pieces of "halftime" digital content, three times what the brand produced ahead of last year's Super Bowl, according to Pepsi.

The latest videos are debuting today and feature three digital shorts starring comedian Craig Robinson and his real-life band, "The Nasty Delicious." In the series, Mr. Robinson tries to finagle his way into the halftime show. The series will culminate when the band plays not the Super Bowl, but during a "Key & Peele" Super Bowl comedy special airing on Comedy Central on Jan. 30.

The digital series was conceived and written by The Brooklyn Brothers agency and came as a result of PepsiCo's ongoing deal with Viacom. OMD is Pepsi's media agency.

The overall campaign, called "Hyped for Halftime," comes as Pepsi tries to squeeze as much return as possible out of its four-year halftime sponsorship deal, which expires after the 2016 game. Pepsi has not disclosed financial details on the deal. In 2012, Sports Business Journal estimated that the previous sponsor, Bridgestone, was paying "upward of $7 million a year."

A PepsiCo spokeswoman confirmed that the sponsorship not yet been renewed. "We'll evaluate after next year," she said, noting the branding potential of the the 2016 game, which will mark the Super Bowl's 50th anniversary and be held in Levi's Stadium in the Bay Area. "We continue to see a really strong ROI on it. It's one of the largest pop culture events in the world and an important property for us."

The brand's strategy is to "extend well beyond the 12-minute halftime show," said Emily Silver, senior director of media and digital solutions for PepsiCo North America Beverages. "Last year we really only focused on [promoting halftime] about month out. This [time] we are doing stuff all season long."

In each video, Pepsi encourages fans to use the simple hashtag, "#halftime," just as it did last year. According to Pepsi, 83% of the "#halftime" hashtag uses in the past two months have been linked with the Super Bowl, which is up "single digits" from the same period last year. Pepsi views those results as a sign that its strategy is working. "That for us is really helpful because it is making the link between Super Bowl, halftime show and what we are doing on Pepsi," Ms. Silver said.

Pepsi MAX Filled Up a Room With Ping-Pong Balls on Mousetraps, Then Threw Another Ball in There

via AdWeek

Following in the footsteps of other omnipresent consumer brands with something arty to prove, Pepsi MAX made a huge mess with mousetraps and Ping-Pong balls for a video it calls "Chain Reaction."

With the help of London filmmakers HarrimanSteel, a perfect grid of mousetraps was laid out, with a Ping-Pong ball balanced on each one. After all that work, a single ball was launched under some of the most dramatic lighting I've ever seen to upset the whole display. The ball then rolls down a big science-museum funnel into another Ping-Pong ball/mousetrap installation, this one with colored spheres.

All this happens to the beat of music that sounds like Alvin and the Chipmunks' take on dubstep, and I don't know how to feel about that at all.

I shouldn't like the more pretentious visual choices being made here, but I do, because it's fun to watch huge companies clutch their pearls at the thought of being a constant, low-humming presence in the back of consumers' minds. I'm not sure it justifies the filmmakers hugging at the end like they've landed a rover on Mars, though.

Tiny Cokes: Less Guilt Means More Money for Makers

via ABCNews

Americans want to cut back on soda, and they're willing to pay more to do it.

With people drinking less soda amid health concerns, Coke and Pepsi are pushing smaller cans and bottles that contain fewer calories and, they say, induce less guilt. That all comes at a price: Those cute little cans can cost more than twice as much per ounce.

The shift means 7.5-ounce "mini-cans" and 8-ounce and 8.5-ounce glass and aluminum bottles are taking up more space on supermarket shelves. The cans and bottles have been around for a few years, but Coke and Pepsi are making them more widely available and marketing them more aggressively.

As part of its "Share-a-Coke" campaign that printed popular names on cans and bottles last year, for instance, Coke says it distributed a million mini-cans.

The focus on pushing smaller packages signals a shift from the past couple of decades, when beverage makers measured success by the sheer volume of soda they sold. Yet soda consumption has declined persistently in recent years, with public health officials blaming it for making people fat and calling for special taxes and even warning labels on cans.

Soda hit its peak in 1998, when Americans on average drank the equivalent of 576 cans of it a year, according to data from the industry tracker Beverage Digest. That figure was down to about 450 cans a year in 2013.

Instead of fighting what seems to be a losing battle, Coke and Pepsi are pushing smaller cans and bottles that give their products a sense of newness among the growing proliferation of beverage choices. The companies also say the tiny sizes cater to people's desire for more modest servings.

"Coca-Cola is so delicious, but it's like sun tanning or cigarettes — they're these wonderful things that we now know are horrible for us," said Lauren Utvich, a 31-year-old food stylist in New York, who bought the Coke mini-cans when she first spotted them.

Utvich doesn't normally drink soda, but she likes that the mini-cans turn Coke into a relatively guiltless treat. But that's not the only reason she bought them. "Let's be honest. I like them because they're freaking adorable," said Utvich, who didn't pay attention to how much they cost.

During a presentation in November, Coke's North American president Sandy Douglas said the health and wellness trend has set up "a tremendous opportunity for the Coca-Cola brand with our smaller packages."

He noted a regular 12-ounce can of Coke on average sell for 31 cents. By comparison, a 7.5-ounce mini-can sells for 40 cents. That translates to 2.6 cents-per-ounce for a regular can, versus 5.3 cents-per ounce for the mini version.

Coca-Cola said that while it may be selling less soda, smaller packs are pushing up revenue. Sales of Coke's smaller sizes — which include a 1.25-liter bottle as an alternative to the 2-liter bottle — were up 9 percent last year through October, according to the presentation by Douglas. By comparison, sales of its 12-ounce cans and 2-liter bottles edged up 0.1 percent.

That doesn't mean Coke and Pepsi are abandoning their more generous servings, which still dominate the industry. And it's not clear how big the appetite for the newer cans and bottles can grow over time. In 2013, mini-cans accounted for 1.1 percent of sales volume in supermarkets, according to Beverage Digest. But they accounted for 2.4 percent of sales dollars, more than double their volume share.

Share a Coke Expands to Nigeria in Latest Personalized Campaign

via BrandChannel

Coca-Cola’s Share a Coke campaign has gone worldwide, enticing consumers with the ability to see their own or their friends' names replace the logo on a can or bottle of Coke. Since launching in 2011 in Australia, it has been so popular that the campaign is now in more than 50 countries. 

The latest local market launch is Nigeria, featuring 600 names that “have been picked from the rich array of names across the various regions” of the country, according to a press release. If customers can’t find a can or bottle in stores now with the desired name, they will “have the chance to create their own personalized” one during a nationwide activation next month.

"Share a Coke transforms the global Coca-Cola brand into a special, personal experience for our consumers," stated Patricia Jemibewon, Marketing Director, Coca-Cola Nigeria.

"By swapping our iconic Coca-Cola logo with personal names, we give all our consumers a unique opportunity to connect and share their personalized Coke with the people who matter the most to them—friends, family and loved ones, either in person, or virtually."

After the campaign launched in Australia four years ago, Coke sold more than 250 million personalized bottles and cans in one summer.

“My reaction was childlike,” Lucie Austin, director of marketing for Coca-Cola South Pacific at the time, says of when she first saw her name on a bottle. “I knew many others would have the same reaction.”

They did indeed, and the campaign proved so popular that other Coca-Cola markets clamored for the campaign. The Aussie marketing team set a high bar, using social media and other even having consumers text names of people they’d like to share the beverage with, which was then transmitted on a huge digital billboard in Sydney.

“We knew people would want to publish profanity and abusive language, so we had to put filters in place,” said Jeremy Rudge, creative excellence lead at Coke. “We came up with a ‘block list’ of over 5,000 words our printers literally could not print and the sign could not display. Getting there was a pretty funny process. We had some very senior people in a room literally brainstorming swear words.”

From Australia, Share a Coke went on to New Zealand and China. The turning point, however, came in 2012 when the campaign won seven awards at the Cannes Lions festival.

The campaign then launched in the UK in the summer of 2013, where it returned last summer with more than 1,000 names on its bottles and more than 150 million personalized bottles sold.

The US finally saw the campaign in summer 2014, leveraging 250 popular names and a nationwide tour that allowed consumers to name personalized mini-cans.

That helped the brand see US sales go up for the first time in a decade, the Wall Street Journalreports. Sales volumes rose 0.4 percent in the 12 weeks through Labor Day compared with the same time frame a year earlier, while sales dollars rose 2.5 percent. That’s a pretty big victory when the company had been suffering losses for more than a decade.

The Journal notes that Coke spent $3.1 billion on advertising in 2013 and another $1 billion will be added to that budget over the next three years. Clearly, the beverage giant is anxious to keep consumers feeling the love—even if the product isn't calling out to them by name.