The Lack of Pepsi

Sunday, February 7, 2010


Watching the commercials during the Super Bowl has become near a tradition since it became a media blitz to sell products. While watching this year it may have become apparent that there was no Pepsi Commercial. This broke a 23 year streak of Pepsi having a commercial during the Super Bowl and it was snapped due to Pepsi's interest in social media.


The Super Bowl was broadcast by CBS this year and they wanted $3 million dollars for a 30-second commercial. Instead of investing in this as Pepsi traditionally has they have decided to pour their advertising dollars into social media. This movement into social media is what Pepsi is calling the Pepsi Refresh Project.

The point of the Pepsi Refresh Project is for Pepsi to become more involved with its customers. "The project is about creating a movement, not just a moment." said Bonin Bough, Pepsi's global director of digital and social media. Pepsi is donating $1 million dollars in February and is committed to $20 million dollars overall to social causes and community projects.

Pepsi is not the only big company getting into the social media craze. Budweiser let its customers vote on its Facebook site which commercials they wanted to see and Monster.com's Facebook page had videos on it of the fiddling beaver from its Super Bowl commercials.

4 comments:

Kate Simpson February 9, 2010 at 10:09 AM  

I actually did not even notice that there was no Pepsi commercial, however I do remeber a Coca Cola one. I am more of a Cocoa Cola fan, but think it is interesting that Pepsi did not have a commercial. Though they are trying to change their movement, I do not see how not having a commercial on probably the biggest advertising day of the year makes any sense.

Kate Simpson February 9, 2010 at 10:09 AM  

I actually did not even notice that there was no Pepsi commercial, however I do remeber a Coca Cola one. I am more of a Cocoa Cola fan, but think it is interesting that Pepsi did not have a commercial. Though they are trying to change their movement, I do not see how not having a commercial on probably the biggest advertising day of the year makes any sense.

Julia Robinson February 9, 2010 at 10:48 AM  

I think that it's really great what Pepsi is doing. Honestly, I didn't even realize their wasn't a Pepsi commerical featured during the Superbowl, and I don't think it would make that much of a difference anyways. Pepsi is a household name and one commercial during the Superbowl isn't going to change that. I think it's ridiculous how much it costs to have one commercial, and that it's a really bold move for them to step outside the box and try something new. Go Pepsi!

Dana Lain February 9, 2010 at 1:05 PM  

I didn't really understand why Pepsi had no advertising during the Super Bowl. I thought it would be a perfect oppurtunity for Pepsi get people to notice their new fundraising ideas. They could have had a huge response I think from the viewers they would have recieved.

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