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Lady Gaga’s Halftime Show cements Pepsi as Twitter Ad Bowl champion

Social & Digital

Lady Gaga’s Halftime Show cements Pepsi as Twitter Ad Bowl champion


Forget the trophy, Pepsi was the most talked about brand on Twitter during the 2017 Super Bowl, despite not airing an ad.

Pepsi was the most tweeted about brand during Super Bowl 2017, despite not running a commercial. Aided by its half-time show naming rights, Lady Gaga’s performance during the Pepsi Zero Sugar Super Bowl Halftime Show helped the soft-drink brand emerge victorious over the considerable competition.

Here’s the top 10:

  1. @Pepsi
  2. @TMobile
  3. @AvosfromMexico
  4. @Budweiser
  5. @RealMrClean
  6. @Audi
  7. @Skittles
  8. @84LumberNews
  9. @Doritos
  10. @Intel


Pepsi’s feat was managed despite not actually running one of the highly-anticipated Super Bowl commercials. If you missed them, check them out here.

The drinks giant did run an ad for its premium water product, LifeWTR, which it has introduced to the market to compete with Coca-Cola’s Smartwater.

Pepsi has good reason to enter the bottled water market, as it now outsells flavoured soft drinks in the USA now and is a US$21 billion dollar industry, reports superbowlcommercials.co.

This has been the fifth consecutive year Pepsi has sponsored the Super Bowl Halftime Show, part of a 10-year deal with the NFL.

27.6 million tweets were sent globally about #SB51 yesterday, making it one of the biggest socially shared Super Bowls to date.


Related: All the Super Bowl commercials in one place here, and the brands who used their commercials to make political statements »



Here’s the full Lady Gaga performance.

Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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