Both Pepsi and FedEx are taking a pass on Super Bowl 2010 advertising. It shouldn’t be a surprise that FedEx is sitting out this quarter, as the overnight shipping giant fumbled in yet another earnings quarter with a 30% Q2 profit fall with a 10% decline in revenue. Spending a few million on Super Bowl Sunday might raise a few eyebrows from shareholders.
Pepsi – a 23-year Super Bowl advertiser – is pulling out of this year. The only Pepsi brand that will remain an event advertiser is Doritos with its $5 million Crash The Super Bowl contest, a truly amazing integrated marketing campaign that brings both offline and online together. Could the reason be the one-time $900 million payment Pepsi will make to Dr Pepper Snapple Group for the rights to distribute some of its beverages (including Dr. Pepper, Crush and Schweppes brands) in North America? Hmmm…that’s a lot of Super Bowl commercials.
Could this be a time for Coke to blitz Pepsi during Super Bowl 2010? I doubt it..unless they can build a similar action-oriented integrated marketing campaign like Doritos. A lot of big brands are still not getting past integrating their online and offlines campaigns. Forget the big brands, the major agencies are still not doing it...so how can we expect traditionally siloed corporate marketing people to understand it?
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