COMPANY CASE Pepsi: Can a Soda Really Make the World a Better Place? In 2010, PepsiCo did something that shocked the advertising world. After 23 straight years of running ads for its flagship brand during the Super Bowl, it announced that the number-two s

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COMPANY CASE Pepsi: Can a Soda Really Make the World a Better Place? In 2010, PepsiCo did something that shocked the advertising world. After 23 straight years of running ads for its flagship brand during the Super Bowl, it announced that the number-two soft drink maker would be absent from the Big Game. But in the weeks leading up to Super Bowl XLIV, Pepsi was still the second-most discussed advertiser associated with the event. It wasn’t so much what Pepsi wasn’t doing that created such a stir as much as what it was doing.

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