They are moving away from "singular events" when advertising... Good idea?
"In a daring move, PepsiCo is planning to sit on the sidelines during Super Bowl XLIV, ending a 23-year streak of advertising during the big game.
Over the past 23 years, Pepsi has used the Super Bowl to launch some of its most memorable advertising, including ads featuring celebrities such as Britney Spears.
The National Football League championship has long been a key part of Pepsi's advertising strategy, with the beverage company using the event as a way to roll out some of its most memorable advertising, including spots with celebrities such as Britney Spears and Cindy Crawford."
http://www.cnbc.com/id/34465594