PRCA 3030: No More Scantily Clad Britney Spears During the Super Bowl?

February 5, 2010 at 3:41 pm 2 comments

For the past 23 years, Pepsi has aired commercials during the Super Bowl.  This year however, Pepsi is taking a very different marketing approach.  I just finished watching a video on that details Pepsi’s decision to switch advertising approaches.  Chief Marketing Officer of Pepsi, Jill Bearud, says, “It was not in the spirit of what we were trying to accomplish this year,” referring to producing multi-million dollar commercials.  Beraud later says that “Social networking enables you to have a relationship with your consumers.  In the past it’s always been about brands talking to consumers.  This is really a dialogue, and that’s whats new.”

Instead, Pepsi is using social media to launch the “Pepsi Refresh Project“.  Through this project, the public can suggest various causes and charities to which Pepsi will donate roughly $20 million dollars.

Richard Laermerauthor and CEO of RLM PR, was quoted saying that “They’re (Pepsi) probably getting more attention for not doing the Super Bowl ad than they would have for doing the Super Bowl ad”.

If Pepsi likes the results they get with their new methods, then the world will no longer be seeing this:


Entry filed under: PR Connections- PRCA 3030, Social Media and PRCA 3030- Section C. Tags: , , , , , , .

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2 Comments Add your own

  • 1. Martine Howell  |  April 20, 2010 at 2:38 am

    The lack of scantily clad Britney has been the least of my worries about the entertainment value of the super bowl as of late. I think Pepsi was absolutely smart for not backing such a closed minded organization like the super bowl which for some reason was seriously thinking at one time of having Peter, Paul, and Mary sing ‘Puff the Magic Dragon’ during half-time.

    I think that it is terrible that the SB commercials are more entertaining than its half-time show. The best performance I have ever seen during Super bowl half-time consisted of Kid Rock, Nelly, P. Diddy, Justin Timberlake, and Janet Jackson. There again a booby popped out, but I have to wonder if the promoters even listened to the lyrics before putting the performers on screen: “I’m gonna have you naked by the end of this song.”

  • 2. Blog Comments « PR Social Media & Writing  |  April 20, 2010 at 2:40 am

    […] PRCA 3030: No More Scantily Clad Britney Spears During the Super Bowl?, Kelsey […]


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