Pepsi's Super Bowl Sponsorship Paid Off Where It Counts—in Store Aisles — adweek.com

Marketing research about Super Bowl shopping bodes well for PepsiCo. You pride yourself on independent thinking—heck, let's say you even have a master's degree in philosophy. But just like any American, you were shopping last weekend for potato chips in Aisle 7 as you prepared for the Big Game party. Let's say the aisle display for Kettle Chips didn't employ anything resembling Super Bowl-related or football-themed creative, while the cardboard signage for PepsiCo's Lay's next to it was adorned with such insignias. There's a one-in-three chance you grabbed a bag of Lay's because of its creative, according to market research vendor Instantly. Indeed, snack and beverage purchase decisions can be about presentation as much as price and product.

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