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Industry: Email Alert RSS FeedPEPSI BRAND TAKES A PASS ON SUPER BOWL.
Advertising Age, January, 1999 by Kramer, Louise
The streak has ended. For the first time since 1985, Pepsi-Cola Co. won't feature its flagship brand on the Super Bowl despite winning numerous kudos for its previous Super Bowl commercials.
The move reflects a major strategy change for the nation's No. 2 beverage marketer, which has long used the Super Bowl as a showcase to present new Pepsi-Cola work to consumers, bottlers and distributors.
Rather than spend millions of dollars for a few precious time slots, Pepsi will now spend those funds later in the year during the key spring and summer seasons. The marketer spent some $6.5 million to buy five 30-second spots on the Super Bowl last year, four devoted to Pepsi and one for its Lipton Brisk iced tea.
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