“People were writing stories, people were tweeting…it got a lot of interesting buzz.” says Pepsi VP of Marketing Todd Kaplan on Pepsi’s use of billboards at the February 2019 Super Bowl:

“Culturally in Atlanta Coke runs in the veins of people…if there’s Pepsi signs all over Atlanta, these Atlanta folks are going to be like what the hell is going on…we bought out of home over the entire city and so we had billboards that said “Pepsi in Atlanta.  How refreshing.”  “Hey Atlanta thanks for hosting.  We’ll bring the drinks.”…just putting up the out of home generated hundreds of millions of earned media impressions.  People were writing stories, people were tweeting…it got a lot of interesting buzz.”

You can watch Kaplan’s comments in an interview with Gary Vee below.  Kaplan is on the left.  Gary Vee is on the right.

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