Pepsi Chooses New Media Advertising Over Super Bowl Commercials

Saturday, December 19, 2009

ESPN and others are reporting that the Pepsi Company plans to shift a significant portion of its advertising budget away from the glitz and glamour of the Super Bowl to focus on new media operations. 

Over the last 10 years Pepsi had been a major advertiser during the Super Bowl, spending over $140 million on ads, which places them second only to Anheuser-Busch.  In total, Pepsi has advertised in each of the last 23 Super Bowls.

A Pepsi spokeswoman indicated that investing up to $3 million for thirty seconds of advertising (projected cost for his year’s ads) did not fit with their marketing strategy for next year.  Instead, the beverage giant will shift it focus to be less about a singular event while also targeting their efforts on cause-related marketing.
   
Specifically, the soft drink maker is plowing marketing dollars into its “Pepsi Refresh Project” which is scheduled to begin next month.  The web-based effort will encourage community involvement by funding numerous grants based on online submissions and votes.

The Wall Street Journal reports:

Pepsi says it will spend 60% more on online ads in 2010 than it did this year. It will be relying largely on Web ads and public relations to market its Pepsi brand because, it says, that’s the best way to reach younger audiences— Pepsi’s primary target—and to keep consumers involved with its brand. Ads will carry the new slogan, “Every Pepsi Refreshes the World.” Some of the TV ads will appear in February.