Background of the study

After Pepsi Company had remained the long serving client for the Super Bowl, it made one of the greatest decision and choice of withdrawing it advertisement loyalty from the company. The Pepsi company customers were also amazed by the move because they were used to the cultural experience where the company was stuck into the game of Super Bowl. The Super Bowl being a prominent advertisement company used to advertise the products and services of different companies around the world during game time (Norton, 2013).  As a matter of fact, during the period between 1999 and 2008, Pepsi Company had spent more than $143 million on Super Bowl advertisement. The amount spent by the Pepsi Company was the highest on Super Bowl advertisement in comparison to Anheuser-Busch and Coca-Cola which had spent less than 30.5 million dollars in the same period of time. Previously, Pepsi Company used the Super Bowl to launch new products in the market.  Customers loyal to the Pepsi Company rate the company’s advertisement on the Super Bowl to be highly. The work will illustrate the key Branding Challenges associated with Super Bowl Advertisers and how the issues shall be addressed.

The key branding challenges associated with the Super Bowl advertisers

It is estimated that there are about 3.24 billion of followers Super Bowl Advertisements. By Pepsi Company advertising on the Super Bowl Platforms the company would increase its followers in social media and customers hence increased sales and loyal brand in the global market. The fact that Pepsi was the leading investor in Super Bowl advertisement platforms, it managed to gain only 300,000 fans in face-book while Coca-Cola managed to gain 390, 000 fans in face-book. The analysis of the result therefore resulted into Pepsi Company withdrawing from the Super Bowl advertisement program. Pepsi Company management believes that advertisement through the Super Bowl platform was sacrificed awareness to its customers. They believe the adverts in the platform required human but nothing like that was achieved. Given that there was no in game discussion in regard to the products of the Pepsi Company the Super Bowl had failed to successful launch the company’s brand into the social sphere. In addition, despite the fact that Pepsi Company was spending millions of dollars to advertise its brands through the Super Bowl platforms other companies such as the Coca-Cola took advantage and gained more followers than Pepsi (Lawrence, 2011).  It was therefore clear that the Super Bowl was at the forefront to assist Coca-Cola to have more followers than Pepsi. The Super Bowl had breached the advertisement contract and agreement with Pepsi Company. The Super Bowl failed to put into consideration the impact of the paid generated impressions from the social media.  Nevertheless, although Pepsi Company had traditional bought thirty seconds of commercial spot which was to be launched in different key networks, the Super Bowl brand team decided to co-produce programs which were integrated. As a result, the Pepsi company brand advertisement cost was no longer matching with the benefit the company was expecting from the huge advertisement costs.

How the Pepsi branding challenges were addressed

Although the Pepsi Company was spending huge amount of more in advertisement on the Super Bowl advertisement platforms it had lost highly as there were few followers in its social media networks compared to companies such as Coca-Cola (Neil, 2015). The Pepsi Company had lost the required extended reach of the funnies, there was sacrificed awareness and there were no fast launch campaigns. In order for the company to regain its glory, it had to intervene the Super Bowl advertisement strategy and requested it to match the contract agreement with the necessary 30-seconds commercials during and after the games in order to ensure that the Pepsi Company gained more fan and matched its payment with the services offered.

Conclusion

The adoption of the one on one interviews and discussion in the media and social media networks had assisted Pepsi in eliminating the high cost of advertisement it was spending previously in Super Bowl advertisements, extended its reach to the customers, increased the consumers awareness that was previously sacrificed and successfully launched the different brand campaigns in the social media sphere. As a result, the company remains successful in the market as it is still profitable and productive.

References

Lawrence, P. (2011). Ethical Dilemmas in Collegiate Athletics: The Role of Coaches. Oxford University Publishers.

Neil, K. (2015). Employee Training and Development: Transformation of the modern business. Oxford University Publishers.

Norton, M. (2013) The Pepsi Refresh Project: A Thirst for Change. Harvard University Publishers.