Sunday, December 20, 2009

Pepsi scores a touchdown by following its conscience and staying on strategy

I guess one of the benefits of having a two-foot snowfall on a weekend is being able to do things you typically don't have the time to do, like reading Advertising Age cover to cover.

In the December 14, 2009, issue, Brian Steinberg reports that PepsiCo will not promote the Pepsi brand on the February 7, 2010, CBS Super Bowl telecast. Instead, their snack brands will be featured, which typically showcase and fare well in that space, like Doritos.

The amateur ads created for the Doritos brand have typically been very well done, and have endeared the brand even more to us nacho cheese loyalists.

And then with a December 17 update on the story, Natalie Zmuda co-reports with Brian Steinberg that PepsiCo will not feature any of its soft drink brands during the annual football extravaganza.

Personally, I think this is a smart decision. In its "go big or go home" frame of mind, Pepsi will focus on using their ads dollars to promote the Pepsi Refresh Project, focusing on social responsibility. The plan is to invest at least $20 million for projects consumers create to "refresh" their communities, and it will be promoted in a big way using digital media.

Way to go, Pepsi. Let Coke have the Super Bowl. Stay true to your vision and consumers who care will help you take the Pepsi brand to a whole new level. I'm in.

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