What's Happening?
During an ADWEEK House event, Mark Kirkham, CMO of PepsiCo Beverages U.S., discussed the changing dynamics of advertising during the Big Game, traditionally a major event for brand exposure. With the cost of a commercial spot now exceeding $10 million, Kirkham emphasized that the value of such advertising extends beyond the event itself. He described it as part of a broader sales season, involving strategic planning for retail resets, ecommerce exclusives, and promotional programs. Kirkham highlighted the importance of brand storytelling and nostalgia in engaging consumers, as demonstrated by Pepsi's recent ad featuring a polar bear taking the Pepsi Challenge. The ad aimed to rekindle brand love and relevance, which Kirkham considers crucial
metrics for success.
Why It's Important?
The discussion underscores a shift in how brands measure the success of high-cost advertising events like the Super Bowl. Instead of focusing solely on immediate returns from a 30-second spot, brands are now looking at long-term engagement and memory creation. This approach reflects broader changes in marketing strategies, where storytelling and emotional connections are prioritized to maintain brand loyalty. As private-label products rise, premium brands must differentiate themselves through unique value propositions and consumer engagement. This evolution in advertising strategy could influence how brands allocate their marketing budgets and approach consumer interactions.
