Sure, with over 90 million viewers the Super Bowl is one of the most watched events on the planet. Its commercials have become an essential part of Super Bowl appeal and folklore. Super Bowl spots generate more buzz than the halftime show spectaculars. Last week Nielsen released a study that shows more viewers like watching the ads than they do the game by a margin of 51 to 49! Even in a challenging economic environment and at $2.5 to $3 million per :30, CBS sold out its Super Bowl inventory of 50 commercial slots in record time.
As a longtime advertising guy who has been part of all this commercial fun and frenzy since Super Bowl I, I readily admit that 
I too eagerly awaited the 2010 commercial lineup and the subsequent debate over the hits and misses. For the most part this year’s crop was disappointing, but there will always be a market and demand for Super Bowl advertising stardom. That’s not in question.
So, What’s the Big Deal?
After 23 consecutive years of paying big dollars to air some of the best Super Bowl spots ever, Pepsi’s decided to opt out as a Super Bowl sponsor when Coca Cola stayed in, making headline-grabbing news. It certainly was the number one topic of discussion among the students taking my USC graduate school advertising strategy class. So, we decided to apply some Asset-Based Thinking and look for the “teaching moments” in all of this media hype. The more important story that emerges with even bigger implications lies in what Pepsi is doing in lieu of spending all that Super Bowl cash. Pepsi turned the deficits and problems associated with pulling out of the Super Bowl into brand assets and opportunities by implementing a smart, creative, values-based marketing program.
The Refresh Project: Fostering Innovation In Social Good Through Social Marketing
Throughout 2010 Pepsi will be doling out at least $20 million to fund great ideas that improve America's communities. “Pepsi will fund ideas that will move the world forward in six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education. People are encouraged to submit their ideas and cast a vote for their favorite projects at the Refresh Project website www.refresheverything.com.” There will be commercials to promote the project, substantial digital media, customized content created by media partners, and extensive use of social media, all part of year-long consumer engagement program that Pepsi hopes will become a key element of the brand’s relationship with people and demonstrate that doing good is also good for business.
Article comments
1 - Jo-Lynne Worley
Great blog. Even though I'm not a fan of Pepsi, I think your way of thinking about this and the social media value of Pepsi pulling out is spot on.
2 - Hank Wasiak
Thanks Jo Lynne. This is really some good asset-based thinking at work. Maybe you will convert to Pepsi one of these days.