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'

    MISSISSAUGA, ON, Jan. 22 /CNW/ - 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
    -  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
    -  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
    -  OUR GOOD LUCK RITUALS: While the majority of Canadians no 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 is a leader in the Canadian beverages industry
and markets a variety of beverages under the following trademarks: PEPSI, DIET

    NOTE TO PHOTO EDITORS: A 300-dpi screen-grab photo of the Diet Pepsi(R)
Forever Young(TM) "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.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Jennifer McCrindle, PraxisPR, (905) 949-8255
ext. 224,; Maureen Juniper, PraxisPR, (905) 949-8255
ext. 226,

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890