Jan
24
Pepsi Alters Super Bowl Strategy, Takes Masterbrand Approach
Posted in: Uncategorized
Pepsi has downsized its Super Bowl commercial buy this year, securing only a single 30-second ad for its flagship cola. That is a significant change from recent years, when line extensions such as Pepsi Next and PepsiMax shared the spotlight in separate commercials.
Pepsi will not completely abandon stand-alone advertising for line extensions, Mr. Kaufman said, adding that they will likely be executed through digital. “We absolutely are going to still be microtargeting where we need to with our sub-brands,” he said. But TV is better for “a wider approach” that can “provide a tailwind for the entire portfolio.”
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