Pepsi taking a year off from Super Bowl, will anyone notice?
I love this quote from the "marketing expert" who is a professor at Northwestern's Kellogg School of Managment. He thinks there will be a backlash from consumers if they don't see Pepsi advertising in the Super Bowl.
Yea, I can see this igniting protests all around the country right after the game. People are sure to be pretty pissed that a company didn't dr... read more
Snapping a 23-year streak on the gridiron, PepsiCo’s beverages will sit out Super Bowl XLIV, as the soft-drink and snack giant puts its advertising muscle behind a new cause-related marketing program.
“In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event,” says Frank Cooper, senior vice president of PepsiCo Americas Beverages. However, Doritos, a PepsiCo snack brand, will advertise during the game broadcast.
Pepsi’s break from the big game does carry a risk, branding experts say, because consumers have come to expect entertaining ads from the company.
“It’s a bit of a gamble to walk away from such an iconic event that has been such a big and critical part of their marketing program,” says Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management in Evanston, Ill. “I think there could be a bit of backlash.”
Read more at online.wsj.com
