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Abstract

PepsiCo had been one of the largest spenders at the Super Bowl since 1987. Its advertising savvy and tradition of ads featuring celebrities from Hollywood, the Sports world and Politics was a popular phenomenon in the advertising world. In 2009, the economic slowdown forced big brands to slash their advertising budgets and resort to low-cost options. PepsiCo''s decision to abandon its much coveted Super Bowl ad spots (for its beverage brands) in favour of the online media was a result of this trend. In 2010, PepsiCo launched its Refresh Project, a Social Media campaign. The Pepsi Refresh website allowed people to post worthwhile community projects and vote for them. Pepsi announced that it would sponsor thousands of local efforts voted for by consumers via this program. The Refresh Project had unleashed the largest and most visible showdown between broadcast media and the Internet to date. The case highlights the trends prevalent in the advertising world and the shift in PepsiCo''s advertising strategy.
Location:
Industry:
Other setting(s):
2010

About

Abstract

PepsiCo had been one of the largest spenders at the Super Bowl since 1987. Its advertising savvy and tradition of ads featuring celebrities from Hollywood, the Sports world and Politics was a popular phenomenon in the advertising world. In 2009, the economic slowdown forced big brands to slash their advertising budgets and resort to low-cost options. PepsiCo''s decision to abandon its much coveted Super Bowl ad spots (for its beverage brands) in favour of the online media was a result of this trend. In 2010, PepsiCo launched its Refresh Project, a Social Media campaign. The Pepsi Refresh website allowed people to post worthwhile community projects and vote for them. Pepsi announced that it would sponsor thousands of local efforts voted for by consumers via this program. The Refresh Project had unleashed the largest and most visible showdown between broadcast media and the Internet to date. The case highlights the trends prevalent in the advertising world and the shift in PepsiCo''s advertising strategy.

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Location:
Industry:
Other setting(s):
2010

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