Forgive the folks at Pepsi Bottling Ventures if they forgo throwing a Super Bowl party.
The Raleigh-based company, one of the nation's largest bottlers of Pepsi products, can't control how the beverage and snacks giant spends its advertising money. But it couldn't have set off much celebrating when Pepsi announced Thursday that it won't advertise its drinks during the big football game on CBS.
Pepsi beverages have been advertised in the Super Bowl since 1987, with spots that featured celebrities such as Cindy Crawford, Britney Spears and Will.i.am. Last year the company spent $33 million promoting products such as Pepsi, Gatorade and Cheetos, with $15 million on Pepsi alone.
The company spent $142.8 million from 1999 to 2008 on Super Bowl ads, second only to Anheuser-Busch, the Associated Press reports.
Pepsi plans to focus on new online marketing efforts.
Pepsi Bottling Ventures, the subsidiary of a Japanese company since 1980, employs more than 2,400 people at its 26 facilities in North Carolina, New York, Delaware, Maryland, Vermont and Idaho.