Pepsi, Doritos and Betty White Are Crashing Super Bowl XLV

Pepsi, Doritos and Betty White Are Crashing Super Bowl XLVOne year after sitting on the Super Bowl advertising sidelines, Pepsi (PEP) is returning to the gridiron this year with its "Crash the Super Bowl" campaign, in conjunction with corporate sibling Doritos.

The campaign's premise is to encourage consumers to create their own Super Bowl ads -- and this year, Pepsi has enlisted the support of arguably the hottest celebrity on the planet: screen legend Betty White.

DailyFinance interviews Betty White



As in the Super Bowl, the stakes are high: There's $5 million in prize money on the line for sweeping the USA Today ad meter rankings, as well as a job with PepsiCo creating the next generation of company ads. Pepsi and Doritos will air three 30-second consumer-created ads during the 2011 Super Bowl broadcast on Feb. 11, "leaving it up to fans to decide whether they submit Doritos ads, Pepsi MAX ads or -- for those that are especially ambitious -- ads for each."

The Future of Marketing


Jill Beraud, chief marketing officer and president, Joint Ventures, PepsiCo Beverages Americas, and Ann Mukherjee, senior vice-president and chief marketing officer of Frito-Lay North America, stopped by DailyFinance's office last week to discuss the campaign.

"We're all about putting our consumers' engagement first," Mukherjee said. "We tried last year to win one, two and three on the ad meter and we got number two, but we have not finished the quest."

So this year, Pepsi and Frito Lay, a subsidiary, are redoubling their efforts -- and sweetening the pot. "If you win number one in the ad meter you get a million bucks," Mukherjee said. "if you get number two, you get $600,000, number three, $400,000."

Bu the rewards don't stop there. "If you get one, two and three, you all get a $1 million bonus," Mukherjee said. "And Jill and I are going to hire the winner, and they're going to create the first ever Doritos Pepsi Max commercial, which will be our advertising for 2011."

"We really believe empowering consumers is the future," Beraud added. "That's really the future of marketing, where the consumer is in control and they get to express their creativity."

DailyFinance interviews Jill Beraud and Ann Mukherjee

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Deb

I don't care what any of you say... I love her. I liked her even when I was a kid. She is funny, cute and spunky as hell. I hope that when I am her age that I can be like that.

September 22 2010 at 2:46 PM Report abuse rate up rate down Reply
lsposato

Betty White is a supreme example of aging with grace, dignity, and a powerful self effacing humor. If you know anything about her history, she is a talented, creative woman who has kept her ego in check. Her ability to stay current and active is a testimony for living a quality, healthy life. Her love of animals and her compassion for their well being is about giving rather than receiving. The narcissistic youngins in Hollywood need to take a master class on living the good life from Betty. You go girl!!!!

September 22 2010 at 7:44 AM Report abuse rate up rate down Reply
havecash

She's just a sad, old woman that no one cares about.

September 21 2010 at 7:57 PM Report abuse -2 rate up rate down Reply
ELIJAHJR

WHAT SHE"S...EIGHTY- SOMETHING YRS> (YOUNG)...AND SHE"S STILL ..."HOT""...MY ..KINDA "GAL...LENA ...HORNE ...TIGHT ...SKIRT..MAE..WEST...LINDA EVANS ..DONNA DOUGLAS..(BEVERLY HILLBILLIES)...LINDA STEVENS..(WONDERWOMAN)...HOTLIPS HOLIHAND..(from...MA*SH...lets not forget b..DENISE NICHOLAS..(HEAT of NIGHT)...

September 21 2010 at 5:12 PM Report abuse +2 rate up rate down Reply
pafith

I can't stand Betty White. She needs to retire.

September 21 2010 at 1:28 PM Report abuse -4 rate up rate down Reply
1 reply to pafith's comment
ELIJAHJR

YOU"RE ..NUTS ...BETTY WHITE IIS EIGHTY SOMETHING AND STILL "HOT"...

September 21 2010 at 5:14 PM Report abuse +2 rate up rate down Reply
Sherry

Coke is not offering her a job, Pepsi is!

September 21 2010 at 10:05 AM Report abuse +2 rate up rate down Reply
Willie

coke is only good for mixing with whiskey

September 21 2010 at 9:53 AM Report abuse -3 rate up rate down Reply
1 reply to Willie's comment
ELIJAHJR

NOW THATS ...ONE COMMENT THAT I WILL STRONGLY AGREE ...PLEASE DO NOT MIX ...RUM...AND ..PEPSI ...IT WILL MAKE YOU SICK..AND HELL of A HANGOVER in THE MORNING......PEPSI...IS FOR SANDWICHES...NOT FOR ...MIXING ..DRINKS..!!!???

September 21 2010 at 5:17 PM Report abuse rate up rate down Reply
holmoon

drink coke its better , what a waste of time

September 21 2010 at 7:31 AM Report abuse -3 rate up rate down Reply
holmoon

betty white r u nuts , coke is far better then that crap/ next

September 21 2010 at 7:28 AM Report abuse -5 rate up rate down Reply
2 replies to holmoon's comment
kphemlock

YOU have NO taste and are just another coke minion!! Pepsi has the taste and the Class to be the Best!! Coke is yesterdays news and NOT worth the effort to pop the top!

September 21 2010 at 9:20 AM Report abuse +3 rate up rate down Reply
BUMP

YOU HAVE NO TASTE AND ARE JUST ANOTHER COKE MINION!!! I SAY, YOU HAVE NO TASTE AND ARE JUST ANOTHER COKE MINION!!!

September 21 2010 at 11:58 AM Report abuse -2 rate up rate down Reply
sam7jak

I don't understand the recent love story with Betty White; she was never what you would call a star........she was married to Alan Ludden and does good work for animals I know but I don't understand why everyone makes her star quality when she's not.

September 21 2010 at 7:04 AM Report abuse -6 rate up rate down Reply
1 reply to sam7jak's comment
kphemlock

I would definitely take Betty White over some of the crud they try to cram down our throats as "star power" these days. Most belong in year round rehab and ARE NOT a suitable role model for anyone!

September 21 2010 at 9:26 AM Report abuse +3 rate up rate down Reply