Thursday, January 7, 2010

Out with the Superbowl, in with cause-related marketing.

1/7/10

In a surprise move, PepsiCo announced that after 23 years of sponsorship, their beverages – including Pepsi would be sitting out the 2010 Superbowl. (Vranica, 2009)

The reason is that they are shifting their strategy to one focused on cause-related marketing, and the proposition can’t be properly explained in a :30 second commercial. The strategy shift is even more interesting when you consider new research which says 50% of teens, 40% of tweens (9-12) and 20% of kids (6-10) have bought an item tied to a social cause. (Hurley, 2009)

What do you think? Will this be an effective strategy for a soft drink to capture a new generation?

Vranica, S. (2009, December 17). Pepsi Benches Its Drinks. Wall Street Journal, p. B11

Hurley, B. (2009, October 29). Find A Cause, Show Real Commitment. mediapost.com. Retrived 1/7/10, from

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116289&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=charitable%20causes%20and%20sales%20&page_number=0

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