In a huge shift in advertising strategy Pepsi has decided after 23 years of running Super Bowl ads that this coming Super Bowlthey will be launching a Social Marketing Campaign instead. In the advertisng world the Super Bowl is the epicenter of TV advertising for the year with companies investing millions for their 30 to 60 seconds of attention. Since 1999 to 2009 Pepsi spent over $142 million on Super Bowl ads. This coming year they are earmarking $20 million toward what they are calling The Pepsi Refresh Project. Participants can suggest ideas for how to “Refresh” their communities and make the world a better place to live. The ideas will be submitted and their will be public voting. It is great to see a major brand developing and executing a “Cause Marketing” program. I believe this will generate great goodwill and commercial gain for Pepsi.
Mashable has put together a nice summary of the program below.
http://mashable.com/2009/12/23/pepsi-super-bowl/
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