You won't be seeing Pepsi ads this year during breaks from game action on television this February 7 at the Super Bowl. After 23 years of doing so, Pepsi has decided like many of you that traditional 20th century forms of marketing no longer make sense. Pepsi has discovered that its generation like most other generations prefer online marketing.
In my view, this decision enhances the Pepsi brand. This move reinforces that Pepsi is a progressive brand and not tied to business as usual. Why spend upwards of $3 million for a 30 second spot that most people are not going to watch? Yes, there are still those people who say they watch the Super Bowl for the ads, and occasionally there are companies like godaddy.com who build their business from ad campaigns focused on the Super Bowl. But the majority of people either do not watch the Super Bowl or do not like advertising.
I think we will see more and more companies jumping the Super Bowl ship and at the same time recruit more and more brand champions.