Canadians Enjoy The Super Bowl – And The Ads – In Our Own Unique Way
Top-10 Super Bowl Advertiser PepsiCo Beverages Canada Reveals Poll Results of 'Distinctly Canadian Super Bowl Viewing Habits'
January 22, 2009 @ 06:45AM
MISSISSAUGA, ON – January 22, 2009 – When you’re among the top 10 Super Bowl advertisers in Canada and a leading marketer of some of the country’s most-loved beverage brands, you need to be on top of what makes Canadians tick when they’re watching one of the biggest and most exciting sporting events of the year.
That’s why PepsiCo Beverages Canada and its Diet Pepsi brand decided to poll Canadians on some of the lesser-known facts about how we watch the big game and what we look for in the ads that get our attention.
According to PepsiCo’s national poll, 72% of Canadians who watch the Super Bowl broadcast say they enjoy watching the commercials and they make a point of staying in the room so they won’t miss them. 91% say they enjoy Super Bowl commercials that make them laugh.
“We’re going to deliver on what Canadians want with two Diet Pepsi ads, including a special 60-second commercial that we’ve created especially for the Super Bowl broadcast from our award-winning Diet Pepsi Forever Young campaign,” said Dale Hooper, Vice President Marketing, PepsiCo Beverages Canada. “The ads deliver on humour by rekindling memories of more youthful days – an approach that has been central to our advertising strategy for this fun-loving brand and has led to our success as the number one selling diet cola in Canada.”
Both Diet Pepsi Super Bowl commercials, created by ad agency BBDO Toronto, feature individuals who imagine what it would be like to infuse their current everyday lives with the youthful fun reminiscent of sleepovers and schoolyard recess. Their idyllic daydreams are shattered when memories of schoolyard bullies, wedgies and silly sleepover shenanigans creep into the storyline. In the end, the heroes and audience take comfort in the fact that they can still feel youthful by enjoying a Diet Pepsi.
How Canadians Watch The Game – Survey Says…
According to PepsiCo’s poll, Canadians tend to watch the Super Bowl at home with friends and family, dressed casually, eating pop and chips, with a healthy amount of bathroom breaks in what they describe as a ‘fun and frivolous’ atmosphere.
Poll highlights:
- WHERE WE WATCH: 85% of us watch the Super Bowl with family and friends in a home setting; sadly, 10% watch the Game alone; and 4% watch in a bar.
- VIEWING ATMOSPHERE: Most Canadians (43%) describe their Super Bowl viewing atmosphere as “fun and frivolous”; 20% say the atmosphere is “intense and focused”; 15% say it’s “wild and crazy”.
- WHEN WE ‘GO’: 61% of us take one to two bathroom breaks over the duration of the broadcast; 30% of us (perhaps those who are enjoying wine/beer/spirits??) take 3 to 4 bathroom breaks; apparently a few of us miss quite a bit of the game, with 5% taking more than 4 bathroom breaks!
- WHAT WE EAT: More Canadians (69%) eat “pop and chips” during the broadcast than other food/beverage choices, including chili, beer/wine/and spirits, wings and fajitas
- WHAT WE WEAR: We Canadians dress casually when we watch the Super Bowl. Most of us – 67% - wear jeans and a casual shirt, almost one in 5 of Canadians wears sweat pants. 7% of us wear our jammies and slippers.
- OUR GOOD LUCK RITUALS: While the majority of Canadians do not practice any ‘good luck rituals’ while watching the Game, 7.7% admit to crossing our fingers, and 4.7% wear a particular piece of clothing for good luck.
PepsiCo Beverages Canada SuperBowl Poll Results
NOTE TO PHOTO EDITORS: A 300-dpi screen-grab photo of the Diet Pepsi® Forever Young™ “Recess” spot airing during the Super Bowl broadcast is available to accompany this press release.
NOTE TO ONLINE EDITORS: If you would like the code to embed the videos from this Social Media Release on your website, please contact PraxisPR.
Quotes
“We’re going to deliver on what Canadians want with two Diet Pepsi ads, including a special 60-second commercial that we’ve created especially for the Super Bowl broadcast from our award-winning Diet Pepsi Forever Young campaign,” said Dale Hooper, Vice President Marketing, PepsiCo Beverages Canada. “The ads deliver on humour by rekindling memories of more youthful days – an approach that has been central to our advertising strategy for this fun-loving brand and has led to our success as the number one selling diet cola in Canada.”
Boilerplate
PepsiCo Beverages Canada is a leader in the Canadian beverages industry and markets a variety of beverages under the following trademarks: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.
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Dave Reason
The Recess ad was hilarious! Thanks!
It was a hilite of the Super Bowl Party
February 02, 2009 @ 10:02AM