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Pepsi’s decision to avoid running Gatorade, Pepsi, Diet Pepsi or Mountain Dew spots during the Super Bowl and to instead concentrate on a social media campaign with charitable giving at its center, seems to be working wonders.
Atlanta Constitution Journal reports:

According to Nielsen Co., PepsiCo is getting more attention on the Web than any other advertiser except Focus on the Family.
PepsiCo got 21.6 percent of the online chatter about Super Bowl advertisers over the last two months, Nielsen said — about 10 times more than Coca-Cola.
“I’ve been doing digital for a long time,” said Bonin Bough, PepsiCo’s global director of digital and social media. “I haven’t seen a program in my life with this kind of momentum.”

Better yet, Pepsi’s campaign is sustainable, whereas after the second or third viewing of a Super Bowl spot, that’s it, game over.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.