Pepsi Forgoes Super Bowl Advertising

For the first time in almost 25 years, Pepsi will not advertise during the 2010 Super Bowl, focusing instead on its Pepsi Refresh Project – a digital campaign that will fund projects that “refresh” communities – from feeding the hungry to educational programs.

While some call this strategy risky, we commend Pepsi for recognizing the power of digital media and reallocating the millions of dollars it would have spent on ads to helping communities improve.  Not only is Pepsi connecting with its customers and making a positive difference, it can measure the campaign in a whole new way – from who submits entries and votes to how long they engage with the brand and more.  That’s insight that even the most expensive Super Bowl spot can’t provide.

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