Pepsi Paves Superfan's Front Yard to Create Larger-than-Life Tailgate Destination

Rhea-AI Summary

PepsiCo announced a unique initiative to bring the football tailgating experience home during the COVID-19 pandemic. They transformed the front yard of a dedicated Jets fan, Cindy, into a stadium-like setting, featuring a paved parking lot, team memorabilia, and a full suite of tailgating equipment. The campaign, part of their 'Made for Football Watching' initiative, also offers 20 fans a chance to win a 'Tailgate-in-a-Box' valued at nearly $5,000, complete with Pepsi-branded gear. This effort seeks to enhance the home-gaming experience for fans unable to attend games.

Positive

• Innovative marketing strategy with strong consumer engagement.
• Enhances brand visibility during the NFL season.
• Potential to drive sales through promotion of Pepsi products.

Negative

• None.

PURCHASE, N.Y., Aug. 24, 2020 /PRNewswire/ -- Every football fan knows game day isn't complete without the tailgate experience - hours spent in the parking lot grilling, enjoying ice cold Pepsi, blaring music and prepping for kickoff. With social distancing in place this season, fans may be unable to go to their beloved stadium so Pepsi is paving (literally) a new way for fans to unapologetically keep this tradition alive and pre-game at home. To do this, Pepsi searched far and wide for a diehard football fan who was willing to completely transform their front yard, creating a fully decked out, stadium-parking-lot replica, or "Homegate" experience.

Enter Cindy, a lifelong, passionate Jets fan from Piscataway, New Jersey Pepsi found who jumped at the chance to change her idyllic suburban front yard into the loudest, proudest shrine to the J-E-T-S in the tri-state area; one that would make the regulars off exit 16W on the NJ Turnpike proud. With 1,500 square feet of her yard paved over with parking lot asphalt, Pepsi pulled out all of the stops, including a fully-painted end zone; a lifesize team-branded Jet; a 65" flat screen TV; a stadium lot light tower; a Pepsi fridge; a brand new grill; a true-to-size stadium parking lot booth; some well wishes from Hall-of-Famer and Jets legend Curtis Martin; tents, seating and much more.

"Tailgating has always been one of the most anticipated and enjoyed rituals of the NFL gameday experience," said Todd Kaplan, VP Marketing, Pepsi. "With all the uncertainty surrounding this year's NFL season, Pepsi wants to bring that authentic stadium experience into the home so that fans can still enjoy this cherished tradition. We want to encourage fans to take their 'homegates' to the next level, by unapologetically representing their team to the entire neighborhood."

While Cindy is repping the Jets loud and proud, Pepsi wants to make sure fans across the country can also keep their tailgating traditions from the comfort of their own homes. The brand is bringing an at-home tailgating experience to 20 lucky fans. At nearly $5,000 in value, this customized 16 square foot tailgating box has everything fans need to transform their Sunday-tailgating ritual into one that will make even their neighbors who root for their rival team jealous. It includes an outdoor projector, Pepsi branded seating, high-end speakers, a one of-a-kind Pepsi cornhole set and of course, Pepsi product. For a chance to win one, fans should check out @Pepsi on Twitter and MadeForFootballWatching.com/Homegate for more detail.

"Tailgating is such an important and fun part of the game day festivities for our fans, and we know they'll be missing that tradition this year," said Curtis Martin, Hall-of-Fame Jets Running Back. "It's really incredible to see Pepsi deliver this over-the-top tailgate party to Cindy and her family, so they can create that same type of J-E-T-S game day energy from home."

The Pepsi Homegate experience and Tailgate-in-a-Box are part of the Brand's 2020 football campaign "Made for Football Watching," which spotlights the NFL's passionate football watchers and focuses on bringing the stadium experience home to fans this season. The campaign comes to life in a number of ways including brand new TV advertisements, an online hub to host content, a suite of social filters designed to help immortalize the football watcher, and more.

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.  For more information, visit www.pepsico.com

 

 

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SOURCE PepsiCo

FAQ

What is the Pepsi Homegate initiative?

The Pepsi Homegate initiative is a campaign that transforms fans' homes into tailgating experiences, allowing them to enjoy game day traditions safely at home.

How does Pepsi engage with fans during the NFL season?

Pepsi engages fans through initiatives like the Homegate project, which promotes at-home tailgating experiences and offers contests to win tailgating gear.

What is included in the Tailgate-in-a-Box from Pepsi?

The Tailgate-in-a-Box includes an outdoor projector, Pepsi-branded seating, speakers, a cornhole set, and Pepsi products, valued at nearly $5,000.

Who is featured in the Pepsi Homegate campaign?

Cindy, a lifelong Jets fan from Piscataway, New Jersey, is featured as the recipient of the transformed tailgating space in the Pepsi Homegate campaign.

What is the value of the Tailgate-in-a-Box from Pepsi?

The Tailgate-in-a-Box is valued at nearly $5,000 and aims to replicate the tailgating experience for fans.