PEPSI Advertising Campaign featured Cindy Crawford
Pepsi Decides to Sit Out of Super Bowl
Pepsi decides to sit on the bench for this year’s Super Bowl; instead opting to put their advertising muscle behind new cause-related marketing programs. The move is a significant shift in strategy for the beverage giant. Pepsi’s new cause marketing program, “Pepsi Refresh Project”, will let consumers choose community programs to receive grant money from the beverage company. Pepsi has set aside $20 million of its ad dollars for the program.
Ironically, the word of mouth generated by Pepsi’s decision NOT to advertised in the super bowl will garner more buzz for the brand then the ads might otherwise have themselves. Pepsi will rely largely on public relations and 60% more spend on online ads in 2010. Pepsi just gets it – the best way to reach younger audiences (a group of potential consumers who have their whole “consumer” lives ahead of them) is with high engagement platforms. Long-considered a trendsetter in the marketing industry, Pepsi is once again leading the way for its peers.
