With Coke (Pepsi's number 1 competitor) participating in the 2010 Superbowl advertising, it makes everyone wonder why Pepsi would not.  Pepsi is stating that they are sacrificing the Superbowl advertising to focus on their Social Media advertising.  The days of mass marketing media being the only way to reach a target audience is over according to Pepsi.  There are many ways to reach millions of people with your advertisement, and Pepsi is ready to explore them. 

Pepsi is trying to make a movement with their advertising by giving out $20 million in grants to fund projects in six categories: health, arts & culture, food & shelter, the planet, and neighborhoods & education.  People can submit ideas and vote for their favorites at the website http://www.refresheverything.com (which can also be accessed through Twitter and Facebook).  Pepsi is offering 32 grants each month to worthy applicants.  This is a whole fundamental change and new way of marketing for Pepsi, so they are excited to see the outcome.  Many critics are saying that they are happy that Pepsi is going out of their ordinary marketing and trying something new, but with the size of their company they should be able to do their Social Media advertising and the Superbowl.  The Superbowl advertisement could be a great way to rev up their Social Media and get the message out there for what they are doing.  $3 million dollars is worth it when it when the ad is being viewed by 100 million people.  Hopefully Pepsi is making the right move for them, we will see.