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I just read an article that stated Pepsi will invest on social media instead of advertising during the Super Bowl breaks.

Do you think more companies will follow Pepsi's footsteps?

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  • Latest Post Latest Post by almostbob

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Brief context and quick answer: ’s 2009 question hit the nail on the head — brands experimented with swapping big‑screen buys for social plays. Pepsi did exactly that in 2010 (Pepsi Refresh Project) but didn’t abandon mass channels forever; it returned to in‑game Super Bowl spots in later years. That outcome is why ’s later “No” has some truth: a few high‑profile tests changed tactics, but didn’t create an industry‑wide rule to drop mass reach entirely. (forbes.com) (Forbes: Super Bowl: A Missed Opportunity For Pepsi, Pepsi press release: returns in 2012).

Where the money went next: digital grew from niche to dominant. In recent years a large majority of US ad dollars moved to digital channels, and creator/influencer and paid social formats became a major line item as brands chased targeting, measurement, and content partnerships. That structural shift explains why many brands increased social budgets — but it doesn’t mean TV or big cultural moments lost all value. (emarketer.com) (eMarketer: digital dominates advertising, IAB/TV Technology: creator economy ad spend growth).

Practical takeaway (short, usable): make allocation decisions by objective, not by fear of being “old media.” Integrated plans win. Mass channels (TV/events) earn fame and category‑scale; social, creators, and paid digital win targeting, testing, and activation. Use unified KPIs, run geo or holdout tests, amplify big creative into social, and scale winners. A quick checklist:

  • Define the primary objective (brand fame vs direct response).
  • Pick the primary channel for that objective, then plan amplification.
  • Test small on social/creator partners, scale what works, keep one high‑reach burst for fame.
  • Use control groups or geo tests and unified measurement to avoid false attribution. (thinkbox.tv) (Thinkbox: The Long and the Short of It).

These points explain why Pepsi’s 2010 experiment mattered — it pushed strategy — but also why most major advertisers moved toward balanced, measurable mixes rather than an all‑in swap.

Member Avatar for almostbob

Well I guess can answer this now,
as pepsi has had a huge presence at the SB every year, and so has everyone else
that's a

No

even pepsi didn't follow pepsi's footsteps
20-20 hindsight :)

Edited by almostbob
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