A Super Bowl ad has always been considered the pinnacle of advertising, in both viewership and cost. Pepsi has decided to eschew Super Bowl ads in the 2010 game, opting for social media campaigns instead.
It will be the first time in 23 years that Pepsi has not had any ads in the Super Bowl. The Pepsi Refresh Project, as the company is calling its campaign, will cost $20 million.
While such a move makes sense in several ways (for one, the campaign lasts a whole lot longer than 30 seconds or a minute and thus will keep the company in the spotlight longer), it's hard to forget that Pepsi had some of the better commercials during the Super Bowl. One can't forget the 1987 Michael J. Fox ad (here). A man will do anything for a beautiful woman, including work hard for a Pepsi, right?
According to ABC News, in a 10 year period from 1999 to 2009, Pepsi spent over $142 million in Super Bowl ads. That means the Pepsi Refresh Project will cost the company more. The question is, will it be worth it? It's a gamble, but it shows how television's role in advertising is lessening, particularly in the age of DVRs.
Pepsi will launch the Pepsi Refresh Project on January 13, 2010. Starting then, submissions will be taken for ideas in which Pepsi can refresh the community of the submitter, to "make the world a better place."
It seems reminiscent, in a slight way, anyway, to Coke "teaching the world to sing." At any rate, voting will begin on February 1, 2010. The projects that garner the most votes will be funded by Pepsi. Pepsi expects to fund thousands of projects at a cost of upwards of $20 million.
If done well, it could put Pepsi in the forefront of people's minds for some time, not just during the campaign, but during the "aftermath" as projects are completed. However, the question is, will people just applaud the philanthropy of Pepsi, or will they drink some Diet Pepsi?
Written by Michael Santo
HULIQ.com
Comment and add to the story without registration, but keep the comments meaningful please. Links are not accepted.
