After ending its run as presenting sponsor of the Tremendous Bowl Halftime present final yr, Pepsi is again to promoting in the course of the Huge Sport—and there received’t be any sugar concerned.

The advert will probably be a continuation of a marketing campaign that kicks off in the course of the NFL playoffs starting Jan. 14 to advertise its up to date Pepsi Zero Sugar drink. All through the postseason, Pepsi will air new commercials in each English and Spanish.

“At Pepsi, we put our shoppers on the forefront of every part we do,” Todd Kaplan, chief advertising and marketing officer at Pepsi, mentioned in a press release. “Our R&D crew leveraged the very best new beverage expertise to improve our Pepsi Zero Sugar product to provide followers the very best tasting cola within the zero-sugar class.”

In response to the model, a brand new sweetener system was key to upgrading its Pepsi Zero Sugar recipe.

The Tremendous Bowl advert will mark Pepsi’s return to in-game promoting for the primary time in three years. Again in 2020, the beverage big aired a 30-second spot additionally selling Pepsi Zero Sugar with singer H.E.R. and emcee Missy Elliott performing a canopy of The Rolling Stones’ “Paint It Black,” throwing shade at Coca-Cola.

To additional promote the beverage, Pepsi is freely giving as much as 10 million bottles of Pepsi Zero Sugar in the course of the playoffs and the Tremendous Bowl.

Pepsi’s new technique comes after a decade-long run as presenting sponsor of the Tremendous Bowl Halftime Present that ended after final yr’s Huge Sport. Regardless of the curtain coming down on that musical association, Pepsi and the NFL will proceed to work collectively, not too long ago agreeing to a 10-year deal that extends their almost four-decade-long partnership.

The give attention to Pepsi Zero Sugar is smart because the beverage big seems to reallocate its spending to a extra conventional Tremendous Bowl advert.

It has typically trailed high competitor Coca-Cola within the zero sugar drink market. Coca-Cola Zero Sugar (previously named Coca-Cola Zero till 2017) had a 7.9% share of the U.S. carbonated cola market in 2020, a rise from 6% in 2015, in response to market analysis agency Euromonitor Worldwide. Pepsi Zero Sugar (previously often known as Pepsi Max till 2016) moved from 0.3% to 0.4% throughout the identical time interval.

Fox, which is able to carry Tremendous Bowl 57 on Feb. 12, has offered out 95% of its in-game advert stock, with 30-second spots going for greater than $7 million.

For Tremendous Bowl 56, 30-second Tremendous Bowl advert slots went for as a lot as $7 million throughout NBC’s broadcast in February.