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Pepsi Skips Super Bowl

PepsiCo's beverages will sit out Super Bowl XLIV for the first time in 23 years and the biggest advertiser in last year's broadcast. Pepsi has used the game to launch splashy spots starring celebrities, such as Britney Spears, Cindy Crawford and Ozzy Osbourne.

"In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event," says Frank Cooper, senior vice president of PepsiCo Americas Beverages. However, Doritos, a PepsiCo snack brand, will advertise during the game broadcast.

The decision leaves the field open for rival Coca-Cola, while Pepsi will jump into cause-related marketing in the next few weeks.

Read the whole story at The Wall Street Journal »

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