PEPSI® KICKS OFF 2024 NFL SEASON WITH COLOSSAL CAMPAIGN INSPIRED BY PARAMOUNT PICTURES' UPCOMING "GLADIATOR II", STARRING MEGAN THEE STALLION AND NFL SUPERSTARS JOSH ALLEN, DERRICK HENRY, JUSTIN JEFFERSON, AND TRAVIS KELCE

Rhea-AI Summary

Paramount Global (NASDAQ: PARA) is partnering with Pepsi on a Gladiator II–inspired campaign titled "Make Your Gameday Epic™" to kick off the 2024 NFL season. The multi‑platform promotion features Megan Thee Stallion, NFL stars Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, a new version of "We Will Rock You," limited augmented‑reality collector cans, a selfie "My Roman Empire" generator, retail displays in English and Spanish, and a Fandango movie reward offer running 10/6/24–12/6/24.

The campaign leverages Paramount Pictures, CBS Sports and Paramount Global networks and ties marketing to Gladiator II (theatrical release Nov 22, 2024) and the 2024 MTV VMAs on Sept 11.

Insights

Brand Partnership Strategist

Large cross‑promotion links Paramount's film with Pepsi's NFL activation; broad reach but no direct financial metrics disclosed.

The campaign converts a theatrical tie‑in into a multi‑channel retail and broadcast promotion by combining celebrity talent, a new music single, limited collectors' SKUs, and a consumer sweepstakes. This structure maximizes visibility across Paramount Global platforms, national TV, social, in‑store displays, and a timed Fandango offer that ties beverage purchases to movie rewards.

Key dependencies and risks include execution of limited‑quantity elements (the AR "Talking Cans" and sweepstakes), clarity and uptake of the $20 spend / $10 Fandango reward mechanics, and timing alignment with the film release on November 22. Watch redemption rates for the promo, supply constraints for collector cans, and streaming/airplay traction for "We Will Rock You (Megan Thee Stallion Version)" over the next 1–3 months for evidence of consumer engagement and promotional lift.

Media Rights Economist

This is a broad media barter and co‑promotion rather than a disclosed revenue transaction; reach and ad inventory are the main deliverables.

The partnership leverages Paramount's ecosystem (CBS Sports, Paramount Global networks, and theatrical distribution) to amplify Pepsi's NFL season campaign while promoting a marquee film. The announcement highlights scale and cross‑platform activation but provides no figures on media value, paid vs. barter splits, or guaranteed impressions.

Primary uncertainties are the absent economics and KPIs. Monitor any subsequent disclosures of media value, CPM equivalents, or reported promotion performance during the NFL season and around November 22. Short‑term indicators to track include national TV placements, social engagement metrics, and reported promotional redemptions through the Fandango code window (10/6/24–12/6/24).

Ahead of the 2024 NFL Regular Season and In Anticipation of "Gladiator II", Pepsi Unleashes "Make Your Gameday Epic™," Featuring "We Will Rock You (Megan Thee Stallion Version)", Limited Consumer Collectibles, Special Offers At Retail and More

PURCHASE, N.Y., Sept. 5, 2024 /PRNewswire/ -- Nearly 20 years after the PEPSI® "Roman Empire" conquered pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, "Make Your Gameday Epic™." As a longtime NFL sponsor, Pepsi is celebrating the start of the 2024 NFL season and the highly anticipated theatrical release of Paramount Pictures' "Gladiator II," only in theatres November 22, with a short-film that will electrify gamedays for cola-lovers and NFL fans alike. In it, Megan Thee Stallion, as Empress Megan, leads a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action.

A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable "boom, boom, clap" from Queen's epic track "We Will Rock You" is featured on a fresh sample with cutting new lyrics from Megan. The new track is available now on all major music streaming platforms, and ahead of Megan hosting the 2024 "VMAs" on September 11, where the track and music-video inspired spot will show up throughout the show.

"I'm honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy," said Megan Thee Stallion. "Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season. It was fun putting my creative flip on such an iconic Queen song and I can't wait for the Hotties to hear it!"

Drawing inspiration from the upcoming Gladiator II film and its predecessor, "Make Your Gameday Epic™" is produced by Ridley Scott Associates, Paramount Brand Studio, and directed by Jake Scott in collaboration with Paramount Pictures. Leveraging the full breadth of Paramount Global's platforms at launch, the spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi to officially "Let Gameday Begin!"

"Bringing the epic world of Gladiator II to life in a modern, dynamic way through this Pepsi campaign was incredibly exciting," said Jake Scott. "We wanted to create a visual spectacle that captured the energy and intensity of the sport while also paying homage to the iconic film and the original Pepsi campaign. The collaboration with Pepsi and the incredible talent involved made this project truly unforgettable."

"What started as a theatrical brand partnership evolved into one of the biggest promotional programs in our company's history—spanning across theatrical marketing, CBS Sports and the Paramount Global networks," said Marc Weinstock, Paramount Pictures' President of Worldwide Marketing & Distribution. "A film of this scope calls for a truly epic campaign, and we can think of no more fitting collaboration than with one of the most iconic brands in the world."

Are You Not Entertained!?!
Fans can catch Empress Megan and her subjects battle it out immediately here on the brand's YouTube channel and on national television before and during tonight's NFL game. Additional campaign extensions to get everyone thinking about the Roman Empire include:

• "My Roman Empire" Portrait Generator Tool: Picture yourself as a Gladiator or Roman Royalty with the help of "My Roman Empire" where you can upload or take a selfie and customize your look to share with your friends & followers. Visit www.PepsiRomanEmpire.com to try it!
• Talking Cans: One-of-a-kind limited run of collectors' 16oz cans featuring Pepsi's Gladiator talent with built-in Augmented Reality capabilities that brings the can characters to life via content captured on-set. Limited quantities of the cans will be available via a consumer sweepstakes in early November.
• New Music: "We Will Rock You (Megan Thee Stallion Version)" will be available on all major music streaming platforms starting September 5.
• 2024 MTV VMAs: Megan Thee Stallion is set to host the award show on September 11, live from New York's UBS Arena. The show will feature a special Gladiator-themed moment and the exclusive premiere of a short film.
• Retail Rollout: In-store displays in both English and Spanish will feature "Make Your GameDay Epic™" ("Prepárete Para Un Partido Épico") across the nation.
• Fandango Offer: Buy $20 of Pepsi products and get a $10 Fandango movie reward toward a Gladiator II movie ticket*.    

*Spend $20 (excluding tax) on participating PEPSI® beverage products (excluding fountain drinks) at any physical or online retailer in the U.S. between 10/6/24 and 12/6/24. Limited Fandango Promo Codes ("Code") available. While Supplies Last. Must be 18+ and a resident of the U.S. No manual reproductions of receipt(s) will be accepted. Must create an account and submit purchase receipt(s) for approval in order to be qualified. Code good towards one movie ticket (up to $10 total ticket price and associated fees and charges) to see Gladiator II at Fandango partner theaters in the US. Limit 1 account and 2 Codes per household. Other terms and restrictions apply, see www.earnrewards.com/pepsi/details for full participation instructions, Code details and a complete list of participating products.

"This gladiator-inspired campaign is a continuation of our brand's long history of being on the forefront of culture, collaborating with iconic artists and celebrating football. Consumers are going to see the scale of this campaign everywhere they shop, making sure everyone is getting ready for gameday this fall with football, food, and ice-cold Pepsi," said Jenny Danzi, Head of Brand Marketing – Pepsi. "This seismic campaign captures the essence of the excitement and anticipation fans have for gameday and delivers the kind of entertainment our audience has come to expect from us!"

For more information and to see "Make Your Gameday Epic™" unfold, follow Pepsi social channels.

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 $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

About Gladiator II
From legendary director Ridley Scott, Gladiator II continues the epic saga of power, intrigue, and vengeance set in Ancient Rome. Years after witnessing the death of the revered hero Maximus at the hands of his uncle, Lucius (Paul Mescal) is forced to enter the Colosseum after his home is conquered by the tyrannical Emperors who now lead Rome with an iron fist. With rage in his heart and the future of the Empire at stake, Lucius must look to his past to find strength and honor to return the glory of Rome to its people.

About Paramount
Paramount Global (NASDAQ: PARA, PARAA) is a leading global media, streaming and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, Paramount's portfolio includes CBS, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV. Paramount holds one of the industry's most extensive libraries of TV and film titles. In addition to offering innovative streaming services and digital video products, the company provides powerful capabilities in production, distribution, and advertising solutions. 

For more information about Paramount, please visit www.paramount.com and follow @ParamountCo on social platforms. 

About RSA Films
RSA Films is a global commercial production company founded by directors Ridley and Tony Scott. Renowned for creative excellence and production expertise, for over 50 years RSA Films has produced innovative, award-winning campaigns for agencies and brands worldwide. Based in London, Amsterdam, Los Angeles, New York, Hong Kong and Greater China, and with a roster of leading global creative and production talent, RSA Films promotes diversity, purpose and agility in all forms of content.

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SOURCE PepsiCo Beverages North America

FAQ

What is Paramount (PARA) announcing with Pepsi for the 2024 NFL season?

Paramount is partnering with Pepsi on the "Make Your Gameday Epic™" Gladiator II campaign across Paramount networks and theatrical marketing.

When is Gladiator II linked to the PARA and Pepsi campaign being released in theaters?

Gladiator II is scheduled for theatrical release on November 22, 2024 and is tied to the campaign.

What are the key consumer promotions in the PARA/Pepsi campaign and their dates?

Promotions include limited AR collector cans, a selfie portrait tool, and a Fandango offer valid 10/6/24–12/6/24 for qualified Pepsi purchases.

Which artists and NFL players appear in the Paramount/Pepsi campaign?

The campaign stars Megan Thee Stallion and NFL players Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce.

How does the PARA-backed campaign integrate with Paramount platforms and events?

The campaign runs across Paramount networks and CBS Sports and features a short film premiere and a spot tied to the 2024 MTV VMAs on Sept 11.