PepsiCo (PEP -0.2%) will be the title sponsor for the Super Bowl halftime show for the third year in a row.The show is typically the most-watched musical event of the year in the U.S. and gave PepsiCo significant brand exposure in both 2012 and 2013.
Finalists to perform this year are Rihanna, Katy Perry, and Coldplay.
PepsiCo has shifted its Super Bowl and NFL advertising in recent years to a "masterbrand" approach which encompasses several months of buildup as opposed to the product-specific pitches from rival Coca-Cola.
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