TO: High-Level Business Executives
FROM: The Executive Whisper
How much has the world of marketing changed in the past few years? Pepsi, a staple of Super Bowl advertising for the past 23 years, no longer plans to run any ads for its flagship brands during the big game in February.
According to reports in the Wall Street Journal, Pepsi is shifting more of its marketing efforts to the Internet – specifically web ads and an online campaign that doles out funds for charitable purposes.
The company believes the Web is the best way to reach younger audiences and keep consumers buzzing about the Pepsi brand.
PepsiCo-owned Dr Pepper will participate in Super Bowl XLIV, though, spending $3 million for a 30-second spot to reach 98 million viewers. Which, of course, makes a great deal of economic sense, assuming of those 98 million people watching the game, at least 6 or 7 convert to Dr Pepper drinkers after watching the spot. Wonder what that ROI equation looks like?
I knew I had a reason to drink Coca Cola.
Dude, they advertised on the Oragne Bowl
Um. They didn’t. That was FedEx that also stopped advertising on the Super Bowl but switched to the OB.