Pepsi Drops Super Bowl Ads... Goes With Online Promotions Instead
from the the-inevitable dept
Earlier this year, I randomly ended up in a fascinating conversation with a marketing guy from Pepsi, who was telling me about some of the online marketing efforts the company ran during the 2009 Super Bowl, saying that they got the same "response" as the multi-million dollar Super Bowl commercials got, but only cost in the tens of thousands of dollars, rather than millions. Based on that I have to admit I'm not all that surprised to find out (via The Infamous Joe) that Pepsi has decided not to buy any Super Bowl ads for the 2010 game, but will be investing a ton in some online promotions. This is after 23 straight years of Super Bowl ads by Pepsi, costing the company hundreds of millions of dollars. I'm sure that the Super Bowl will be just fine (it claims it's sold out 90% of its ads already, though the prices did drop a bit this year, apparently), but it does suggest that some may be realizing that there are better ways to get your message out than spending a ridiculous sum for a single commercial spot.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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Filed Under: advertising, commercials, online, super bowl
Companies: pepsi
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conclusions not supported by the evidence
Actually, if that was the case, other company brands such as Frito Lay etc would not be advertising on the Super Bowl, yet they are.
The only thing that this suggests is that after 23 years of advertising during the Super Bowl, they may have in fact reached their customers and no longer need to spend such high amounts to reach them.
You fail to note that the shift to more online advertising isn't just a change of venue, but also a change of demographic. Pepsi may be doing well in some demographics, and be weaker in others. Moving online may allow them to reach other demographics who aren't all that interested in football, or who aren't attentive to advertising during the big game.
Carry on.
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Re: conclusions not supported by the evidence
You make me miss Weird Harold.
Dick.
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Re: conclusions not supported by the evidence
How are you today? Is your Keeper keeping your your cage and play area clean? Let's of fresh fruit?
I personally think it's wonderful how they trained a gorilla to use the internet.
; P
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Re: Re: conclusions not supported by the evidence
I do too. I am just wondering, did they have to get you a special chair, or do you use the same chairs as us humans do?
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Re: Re: Re: conclusions not supported by the evidence
Did you ever seek out the answer to my economic query, or have you chosen to retain your ignorance? Either is fine by me, but no intellectual debate for you until you can answer.
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Re: conclusions not supported by the evidence
No stop typing, he's (or she's) not for real, I don't care what evidence you have, STOP TYPING!
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Re: Re: conclusions not supported by the evidence
Oh, you mean the person that always posts something trying to disagree with Mike no matter the topic? The person who actually manages to agree with Mike even though he's trying to disagree? The person who's arguments rarely stand up to any logical reasoning? You mean him?
Sorry, don't know him.
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Re: Re: conclusions not supported by the evidence
I vote for a combination of 1 and 3. If he gets no attention, and I mean nobody responding to him at all, he'll eventually either go away or change his tactics to something more interesting. I've decided to stop replying to him, because there is obviously no point. I have little hope everyone else will follow suit though. Maybe he'll just get tired of his game some day.
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Re: conclusions not supported by the evidence
Thank you for admitting you have no idea how marketing and advertising work.
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Re: conclusions not supported by the evidence
No, it doesn't. Coke & Pepsi have both reached that saturation point many decades ago and were the first brands that were recognized by nearly every person on the Earth. If it were a matter of having already reached everyone, they would have both dramatically curtailed their advertising long ago.
The truth is that the Super Bowl ads have never been a good advertising value, and the companies that run them aren't expecting a direct return on that investment. What they are is the equivalent of building huge, fancy corporate headquarters or skyscrapers: a way of demonstrating that they are wealthy and/or powerful. It's a dick-measuring contest.
Kudos to Pepsi for bowing out of the contest. Like all such contests, everyone who takes part looks a bit like a loser.
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Re: Re: conclusions not supported by the evidence
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Dark Helmet's Holiday Wish:
I would like Mike to say something nice about Anti-Mike and vice versa. Make my wish come true!
Oh, and I'd also like all of Lobo's ugly pets to get their shots....of potasium....
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Re: Dark Helmet's Holiday Wish:
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Re: Re: Dark Helmet's Holiday Wish:
Hey, thanks! The first one was actually relatively legitimate, so I'm counting it.
Mikes turn....
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Re: Re: Re: Dark Helmet's Holiday Wish:
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Re: Re: Re: Re: Dark Helmet's Holiday Wish:
Brother, if that ain't truth then I don't know what is.
However, I'm fairly certain he ment it as a backhanded compliment. Still, the first part was good enough for me. Mike is an excellent speller after all....
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Online Ads
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Official advertising will probably be removed by the uploaders, but the uploaders' sites will still have online ads. If Pepsi can advertise aggressively online, it might get them the same or more exposure for less, effectively cutting the superbowl people out the equation.
Devious if true.
But I have to agree with Igtor. I mean Anti-Mike. Pepsi advertising to superbowl viewers is like preaching to the choir. Super-expensive ads that don't reach new eyes are no good to the wallet or the brand.
On the subject of branding,
Anti-Mike, if you consider changing your nickname, your opinions might face less opposition. It's kind of pathetic to think you can be taken seriously when you're called the Anti-Mike. You might as well call yourself Captain Asshole.
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Re:
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Anything to slap the NFL
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Re: Anything to slap the NFL
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yup now your cable and tv will cost A LOT MORE
this means what for you that PAY for tv
prce goes up , up , up and away
soon the only guy able to watch tv will be the mpaa president himself
and hten it will be reruns of reality tv all day long
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Is that good or bad?
Hopefully they'll realize that the quality of the ad (or is that "content" ;) ) needs to remain high to attract the same viewership on the intertubes as it did on the airwaves, because a lot of those commercials were pretty entertaining. :)
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Just for the ads?
Have you ever heard anyone say that they got on the internet just for the ads?
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Anyone Who Does Not Know
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Re: Anyone Who Does Not Know
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Where the hell is the 2nd half of my Xmas wish?
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Re: Where the hell is the 2nd half of my Xmas wish?
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Re: Re: Where the hell is the 2nd half of my Xmas wish?
Dark Helmet, I am sorry, complain to management. I did my part to make Christmas special.
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Re: Where the hell is the 2nd half of my Xmas wish?
I actually quite enjoy having Anti-Mike around for the most part. It's always good to have people challenge your assumptions, and force you to try to explain yourself clearly.
My only issue is that even when we do clarify, he has been known to purposely misstate my positions. But, alas, it's good practice. When I come across people who *actually* are that clueless (and I don't for a minute believe Anti-Mike is as clueless as he paints himself), I'm easily prepared for them.
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Re: Re: Where the hell is the 2nd half of my Xmas wish?
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ya PEPSI
Lower price, more product moving, stock holders smiling.
BTW: If you want the taste of Pepsi, just mix diet coke and Dr Pepper together, or is it the other way around.?? Not exact but it comes close.
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B: Quite a few people buy Coke when its on sale and switch to Pepsi when it is on sale.
C: Quite a few people love one or the other and wouldn't dream of switching.
D: Ads during the Superbowl are a huge ego push for the company but doesn't do much for their bottom line. Well, I guess it does reduce it some.
E: The Colts should be banned for all time for laying down for the Jets.
G: The person who said they watch little of the game but watch the commercials afterwards either mispoke or has never watched the Superbowl, because the good ads are at the beginning of the game, by the 4th quarter you could put on an old crappy ad because most of your audience will be so wasted at that point that they won't remember the ad anyway.
F: Most of the ads are created by ad agencies that are not designed to move product but to win the ad agency a nice award.
H: Yes, the G & F are switched, wanted to see if anyone is still reading this.
I Pepsi lowering its price because they don't have to spend money on a Superbowl ad? hahaha, thats funny.
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Please Consider my New Song for Your commercial
Thank You...
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