January 25, 2021
Salient data points:
§ 23: # of consecutive years of Pepsi Super Bowl advertising
§ 7.3%: Pepsi’s volume decline in first nine months of 2009
§ 2.3%: Soft-drink industry’s volume decline over same period
§ 6.6%: Coke’s volume decline over same period
§ $74.6M: Pepsi brand ad investment in 2008
§ 60%: year-over-year (YOY) increase in Pepsi’ online ads in 2010
§ $3M: Cost of 30-second Super Bowl
§ 98.7M: # of 2009 Super Bowl viewers
Strategic Brilliance or Blunder: Brilliance. The TV ad spot is becoming less relevant as “marketing with meaning” is gaining more traction.
Source(s): WSJ, Beverage Digest, TNS Media Intelligence