As discussed in this FT article today, for the first time in 20 years PepsiCo has decided not to put its money into TV ads during the Super Bowl, instead investing $20m in a digital campaign based around its own website and a heavy presence on Facebook. 

PepsiCo believes that a more interactive approach will be more effective in pulling in digitally literate customers, according to the article.

Pepsi is already taking a non-traditional approach to promotion, particularly working with MOFILM on the Pepsi Short Film Video Competition (now closed) which will give the brand original video from independent filmmaking talent which it can then use online and over mobile devices.

We believe this is the right way to reach out to customers – engage with them in places they like to hang out online and give them something fresh and new.

Want to see what we mean by fresh and new? Come back later this month to see the Pepsi Short Film Video Competition winning submissions.