Milwaukee Pepsi’s Super Bowl streak is over after a 23-year run.
Ads for the drinks won’t appear in next year’s Super Bowl on CBS. Instead, the company plans to shift ad dollars to a new marketing effort that’s mostly online.
Pepsi was one of the biggest advertisers in this year’s game and has advertised every year since 1987. Frito-Lay, a unit of parent company PepsiCo Inc., will still have Super Bowl commercials in the 2010 game, which takes place Feb. 7.
The company, which is based in Purchase, N.Y., spent $33 million advertising products like Pepsi, Gatorade, and Cheetos during the 2009 Super Bowl, according to TNS Media Intelligence, $15 million of it on Pepsi alone. Ad time for the NFL championship game cost about $3 million for 30 seconds, on average.
Those prices may have dipped to as low as $2.5 million per 30 seconds for the 2010 game, according to Jon Swallen, senior vice president of research for TNS Media Intelligence.