Writing for Ad Age, Brian Steinberg says talk is swirling around PepsiCo s hesitance in using its Super Bowl ad buy to push its namesake brand, Pepsi. The company is among brands that have been mainstay Super Bowl advertisers, where average rates this year are up to $3 million for a 30-second spot.
Sources have told Steinberg that PepsiCo is considering a small if any presence for its flagship product, instead opting to push secondary brands such as Gatorade and Doritos. While pushing those products seems a good fit for the audience, Steinberg says PepsiCo’s decision could have its roots in corporate image concerns and the extravagance associated with Super Bowl ads. He explores whether the company has joined others such as General Motors and FedEx who phased out their longtime Super Bowl buys on concerns about coming across as socially and financially irresponsible companies.
Read Brian Steinberg s article at Ad Age {link no longer active}.
