With Starry getting another push at this year’s NBA All-Star Weekend, PepsiCo sees its Super Bowl beverage ads as the kickoff to a year of marketing, not its end zone.

“We always care about ads, but your average person really cares about brands during that lead up during Super Bowl weekend and then the couple days after,” Taffet said. “We don’t want [a Super Bowl ad] to just be the 30 or 60 seconds: We really want to have a whole narrative around it, and have those incentives encourage engagement in a way that’s really fun and playful.”