Pepsi sees light in CRM, ditches Super Bowl ads

The famous Super Bowl advert from Pepsi will not be airing this time around, with the company admitting that after so many years of sponsoring the landmark US event, it has a newer direction.

That's because it plans to explore more direct routes with the consumer - something that seems to be leading towards customer relationship management (CRM).

Nicole Bradley, the spokesperson for PepsiCo commenting on the situation, admitted that while subsidiary Frito Lay will remain with the Super Bowl, the overall company's interests are vested in business management software and other methods of communicating with customers.

"[O]ur beverage brands' marketing strategy in 2010 [is] less about a singular event and more about a movement," she continued. "We are always looking to further develop our two-way conversation with consumers."

Last year's Super Bowl saw the Pittsburgh Steelers triumph over the Arizona Cardinals, though this year's playoffs sees favourites such as the Indianapolis Colts, Minnesota Vikings and New Orleans Saints all vying for the coveted Lombardi Trophy.

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