Why Pepsi's NFL Strategy Skewed Digital This Fall
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Even though Pepsi is the official soft drink of the National Football League, the brand has been noticeably absent during the games’ TV commercial breaks this year.
But it’s not because PepsiCo has turned its back on the league. Rather, Pepsi has chosen to embark on a digital-centric strategy this fall, spending almost all of its football marketing dollars on online videos starring NFL players. That will change soon, as Pepsi begins airing TV ads leading up to its heavily promoted sponsorship of the Super Bowl halftime show.
But for the the first half of the season, brand leaders decided digital was more efficient and effective. “As we’ve studied consumers media consumption behaviors around the NFL, we’ve seen a lot more engagement online as [fans] research players or teams for updates through the first part of the season,” said Amy Spiridakis, Pepsi’s brand marketing director. “As the season is now winding down, gearing up towards the playoffs, you’ll see in the next couple weeks [that] we [will] shift directions a little bit.”
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