Pepsi, one of the biggest advertisers of the Super Bowl on CBS will be pulling out ending its 23 year run and one of the rare opportunities that brands have to reach such a wide audience. In its place the soft drink maker will be focusing its efforts on a large-scale social media movement.

Widely known for its notable ads over the years starring celebrities such as Cindy Crawford, Britney Spears and Will.i.am the company has spent 142.8 million on the 10 Super Bowl ads from 1999 to 2008 according to TNS Media Intelligence.

Prices for this year’s advertisements have dipped from 3 million to 2.5 million per 30 second spot for the 2010 game according to Jon Swallen, senior vice president of research for TNS. Final figures won’t be known until after the game, which takes place of February 7, 2010. CBS has stated that it has sold about 90 per cent of its commercial air time.

“In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement,” said Nicole Bradley, spokeswoman for Pepsi.

Instead, Pepsi will be putting roughly 20 million toward the Pepsi Refresh campaign. Participants are encouraged to develop and submit a project idea to refresh communities, such as helping to feed the hungry or teaching children to read. A campaign website is set to go live on January 13, 2010 and beginning February 1, 2010 visitors to the site will be able to vote on their favourite projects to determine which will receive money.

The change opens the door to rival soft drink maker Coca-Cola Company which has been reported to be advertising during the Super Bowl this year, although the company has not commented on the matter.

With the 2009 Super Bowl matchup between Arizona and Pittsburgh attracting 95.4 million viewers, Swallen estimates that companies average an advertising history of three to four years before dropping out, however notes they often cycle back because of its reach.

“It is arguably the one TV programming event of the year where people tune in as much for the commercials as they do for the game that’s being played on the field,” said Swallen.