Meanwhile, through Sept. 23, Fast Twitch is running an in-store contest that asks shoppers to scan a QR code for a chance to win a prize bundle that includes tickets to three NFL regular season games. Those less inclined to get off the couch can visit FastTwitchWinBig.com to enter for a chance to take home a daily prize or a larger grand prize. The 49ers’ Kittle is an endorser and has already given Fast Twitch some real estate on his Instagram.
PepsiCo
If you’re getting substantial impact out of an NFL ad (and paying a premium for it), you may as well pack as much into it as possible. PepsiCo put its Frito-Lay snacks and its beverage brands into a 60-second spot featuring former NFL stars Randy Moss, Jerry Rice, Emmitt Smith, Dan Marino, Tom Brady and Julian Edelman returning to the game as current Buffalo Bills quarterback Josh Allen—who PepsiCo just signed to a multi-year partnership—looks on.
The campaign, “Unretirement,” debuted during the first installment of NBC’s Sunday Night Football and required Marino to break out reading glasses to call plays and Rice to ask a food vendor in the stands for a senior discount. Considering that NBC charged brands roughly $830,000 for every 30 seconds of ad time during its Sunday night broadcasts last year, according to Nielsen, PepsiCo can’t be blamed for fitting as many brands and jokes about Smith’s sleeping habits as possible into its precious minute.
Miller Lite
Longtime NFL beer sponsor Anheuser-Busch watched the league invite Diageo’s spirits into the fold a few years ago before forfeiting decades of Super Bowl exclusivity this year as rivals including MillerCoors encroached on its space.
The competition only intensifies in 2023, as MillerCoors’ Miller Lite brand welcomes former NFL player and current broadcaster J.J. Watt into a must-year partnership. The Wisconsin native teams with the Wisconsin-born company on a new campaign, developed by DDB Chicago, that features Watt in a living room surrounding by 99 cases of Miller Lite—equal to the jersey number he wore during his career—and singing a version of “99 Bottles of Beer.”
Debuting Sept. 18, the campaign’s 15-second TV and digital spot features a cameo from soccer star (and J.J.’s wife) Kealia Watt and gives 99 fans a chance to win 99 beers and a signed J.J. Watt jersey at www.MillerLite.com/JJWatt.
“J.J. is a no-brainer for Miller Lite: He’s authentic, charismatic, Wisconsin-raised, and most importantly, a huge fan of Miller Lite,” said Ann Legan, vp of marketing for Miller Lite.