After 23 years of running ad on Super Bowl, in 2010 Pepsi decided to pull out and forward US$33 million to communities, new projects and social marketing campaigns.
This is just another example of companies aware of today’s movement in media investing in sustainable solutions. Why spending budget on 30 second spot when you can invest in social media that will build brand awareness for a longer period and boost consumer engaging with the brand.
Last year Pepsi spent US$33 on Super Bowl ads, but this year they will bet US$20 M on ‘Refresh’ project. Budget will be spent on consumer's sourced projects through Pepsi custom community website. Visitors will be able to vote for projects and decided where at least US$20 will be invested.
"In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement" said Nicole Bradley, Pepsi spokeswoman.
This is a small move for Pepsi, but big for social media. Your move Coke!
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