By now you have heard that Pepsi recently became one of the first companies to pull its Super Bowl ad spend and redirect it to social media. Breaking a 23-year tradition, Pepsi instead will invest in a social media campaign called the "Pepsi Refresh Project" to help fund charity projects.
W6M: Whoever suggested that Pepsi not advertising this year would be the best way to make a splash on Superbowl Sunday, should be given a promotion. Seriously, I could only imagine the team that pitched that idea.
AE, "Are you ready for the big presentation today?"
Creative Director, "Oh shoot...that's today?!? Don't worry, I got an idea. Just play along. Instead of spending $50 million to produce and air a spot during the Superbowl, I am going to recommend we take the day off."
Well, they bought it. And strategically with all major brands fighting over a few seconds during the game, Pepsi seems to be a winner owning the media two weeks prior to the event.
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