By Kristyn Potter
The latest news in the Advertising world is Pepsi’s recent detachment from Superbowl ad’s- of which they have been participating since 1987. The reason behind this approach is simple: they wish to spend the marketing moolah on online efforts.
To some this may sound like a fairly reasonable approach to advertising and marketing in today’s digital age … throw a few $100 million dollars to web and community projects and neglect one of the biggest “commercial” institutions (in more ways than just one) for alternative (technological) measures for promotional success. But with the vast expansion of the web over the past 10 years, the online efforts for marketing aren’t as condensed a form of advertisment as merely watching the Superbowl and allowing your mind to get saturated with subliminals. Just look at Facebook, one could get lost in the numerous target advertisments for users. Needless to say, while web demons like Facebook, Twitter, MySpace, Digg, etc. are successful in approaching advertisements with innovation, there is nothing as substantial and “hefty” than the Superbowl.
Pepsi representatives state that these marketing efforts will go to web projects that consumers begin to engage the community in enjoying the refreshing beverage, yet for those non-beer drinkers on game day, a nonalcoholic beverage is desired. It could’ve been you, Pepsi … flashing an image of the soft-drink across the screen with a witty catchphrase or verse, sending thirsty consumers to the nearest Walgreens. Too bad for you, your lack of presence at the Bowl opens up avenues of advertising for other soft drink companies, like Coca-Cola (who I’m sure is looking for the next big ad move).
We all understand that advertising and marketing dollars need to be spent on the most pragmatic and efficient means of communicating the products greatness, but as an American institution similar to that of celebrating Mardi Gras, St. Pat’s or fireworks on Independence Day, the Superbowl is a substantial event with a commune of people from every walk of life centered around some pigskin. Pepsi is as American as football. So why remove yourself from this ingenious advertising spot? Representatives from Coca-Cola should be sending in their letters of appreciation anyday now.