PepsiCo May Tout Gatorade Instead Of Flagship Brand In SB Ads

Gatorade May Get More Ad Time During The Super Bowl This Year

PepsiCo is "likely to give flagship Pepsi a diminished presence" during February's Super Bowl XLIV on CBS because the company "fears the venue isn't a good fit with its brand message," according to Brian Steinberg of AD AGE. PepsiCo is concerned that a Super Bowl spot "might not be consistent with a new social-responsibility message," and instead may elect to "promote some of its other brands, like Gatorade and Doritos." A source said that "much of the marketing for brand Pepsi is expected to focus" on a "Pepsi Refresh Project." The source indicated that PepsiCo is worried that "putting a lot of ad dollars behind the brand" in the Super Bowl "would not be in keeping with a marketing message that portrays Pepsi as socially responsible." In Pepsi's place, Gatorade "may get more time during the big game." The brand, following a year "marked by declining sales and market share, even in the face" of the new "What is G?" marketing campaign, is "poised for another overhaul in 2010." PepsiCo execs have said that "changes will be made to Gatorade's marketing, advertising and product offerings, even as they have insisted that this year's restaging efforts are on target." A company spokesperson said, "In 2010, we're planning to introduce significant innovation that will evolve Gatorade and, in some ways, the category." Steinberg notes "given that, it would make sense for Gatorade to take a bigger stake in the game" (AD AGE, 12/14 issue).