Death of awareness campaign as we know it.
Here is an excerpt from CNNMoney.com
NEW YORK (CNNMoney.com) — Pepsi will notadvertise in next year’s Super Bowl, the company confirmed Thursday, deciding to sit out the big game for the first time in 23 years.
“The Super Bowl broadcast can be an amazing stage for advertisers if it aligns with their brand strategy,” said Frank Cooper, a senior vice president at Pepsico Americas Beverages. “However, brands should not blindly anchor themselves to history.”
The move is a significant shift in strategy for the beverage giant, which has aired commercials in every Super Bowl since 1987. Last year, Pepsico was one of the top four advertisers during the game, according to TNS Media Intelligence.
Frito Lay, the company’s snack food unit, will still advertise during Super Bowl XLIV, which will be broadcast Feb. 7 on CBS.
The National Football League championship is the premiere advertising event of the year, with 30-second spots averaging about $3 million last year.
£100,000 per second spent for what ?
I would love if any one can explain what “The Super Bowl broadcast can be an amazing stage for advertisers if it aligns with their brand strategy,” – means.
Has it taken Pepsi 23 years to realise this?
Most of these ad’s appear during a break. This is when the target market get away from TV to make a cup of coffee or use the toilet.
It took Pepsi 23 years to realise that lots of money has been flushed down the toilet.
The lesson for small businesses
Results Rule. Period. If you can’t track and measure a campaign DON’T DO IT. A fraction of this investment can be spent on several direct response campaigns to generate highly qualified leads or customers.
+ Ravi Peal-Shankar
{ 0 comments… add one now }