For 23 years, PepsiCo sodas were part of America's top sporting event before ending their presence last year to focus on interactive advertising. Pepsi will return this year with their Doritos brand's fifth anniversary of Crash the Bowl advertising contest. Pepsi Max and Doritos have booked six slots for Super Bowl XLV on Feb. 6, 2011.
This year's Doritos "Crash the Bowl" contest is the most elaborate thus far, booking six 30-second Super Bowl ads for the contest and inviting contributors from avid fans to creative consumers to submit their spots in an effort to take the top spots on the USA Today Ad Meter.
The potential winnings, which includes an ad contract and $5 million in prize money, is up for grabs for creative submissions that are able to sweep the top three places on the Ad Meter.
Each brand will air three consumer-created ads for the game, and creative submissions can support Doritos, Pepsi MAX, or a combination of both. According to the press release, Doritos' fans wanted another "shot at sweeping the top of the USA Today Ad Meter," looking for new ways to demonstrate their creative prowess. Doritos answered to fan demand and added MAX, allowing creative to encompass both brands, or focus on a single product.
“We are excited to return to the Super Bowl this year to drive mass awareness that Pepsi MAX has Zero Calories and maximum taste through a consumer engagement program like Crash the Super Bowl," said Lauren Hobart, CMO Sparkling Beverages, PepsiCo Beverages America. "We believe that great ideas can come from anywhere and we’re excited to give Pepsi MAX fans the chance to showcase their creative talents on one of the world’s biggest stages,”
Doritos and Pepsi MAX hosted a nationwide webcast in Los Angeles to help prepare this year's competitors; Jeff Goodby (Goodby, Silverstein & Partners) and Rob Schwartz (TBWA\Chiat\Day) provided advice and discussion about creating bowl-busting creative ads for the game.
Creative submissions will be accepted from Sept. 27 until Nov. 15, 2010. In an effort to aid this year's entries, CrashtheSuperBowl.com has an online toolbox of Doritos and Pepsi MAX logos, product shots, music, and animation available for download.
Ten finalist ads will be announced in January 2011 -- five Doritos ads and five Pepsi MAX ads, and it will be up to fans to vote for their top two favorites. Doritos and Pepsi MAX executives will choose an additional two spots for each brand.
The 10 finalists will win $25,000 and a trip to Super Bowl XLV (in a luxury suite, no less) and will be able to see for the first time which ads made the game.
Based on the results from the Ad Meter, potential grand prizes include:
$1 million will be awarded for an ad that scores the No. 1 spot on the Ad Meter.
$600,000 will be awarded for an ad that scores the No. 2 two spot on the Ad Meter.
$400,000 will be awarded for an ad that scores the No. 3 spot on the Ad Meter.
If consumer-created spots sweep the top-three rankings, an additional $1 million bonus will be awarded to each of the three winners, and the overall winner will walk away with a contract to create an additional ad for both brands in 2011.