Word: pepsi
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...biggest jump, from No. 51 to No. 37. "CEO Alan Mulally has been out in public making long-term decisions: not taking bailout money, having a vision," says Fronk. "It's a different story going on at Ford than at some of their competitors." Other big gainers included ExxonMobil, Pepsi, Costco, the Home Depot and Southwest Airlines. Among the companies falling the fastest in the rankings were Bank of America, Verizon, Sony, Target and Time Warner (the parent company of TIME). (See which businesses are bucking the recession...
...Cola Wars" of the mid-1980s was a dark time for the soft drink industry. Pepsi and Coke were engaged in a battle for supremacy of the two-liter landscape, using any means possible to bury one another. First, they tussled over celebrity endorsers (George Michael, Elton John for Coke; Madonna, Michael Jackson for Pepsi), and then they began airing negative ads. Pepsi launched its massively successful "Pepsi Challenge" commercials, showing real people choosing Pepsi over Coke in blind taste tests. Coke responded with a parody ad in which a chimpanzee was offered the choice of both soft drinks...
...certain expectations. People want the commercials to entertain them. They want to see others having a good time, because they're having a good time themselves at a Super Bowl party. They want to talk about the ads at the watercooler. "If you show up with something serious like [Pepsi Refresh], you're going to get ignored," says Clow, who also masterminded Apple's legendary "1984" Super Bowl ad. "If you're going to be there, you have to do something over the top." Some serious spots, like the anti-abortion ad from Focus on the Family, in which...
...Pepsi's sales will determine whether the company is blowing a golden opportunity by skipping this year's Super Bowl and whether goodwill actually increases the bottom line. Are people going to suddenly start drinking sugary fizz because Pepsi is being philanthropic? It's not like corporate responsibility is suddenly in vogue: show me a Fortune 500 company, and I'll show you why that company insists it's the most generous organization in the world...
...good cause. But don't leave Super Bowl advertising for dead. CBS, which will broadcast the game, just sold out its Super Bowl ad inventory, and stalwarts like Coke and Anheuser-Busch are still running spots. "This is our big effort for 2010 and beyond," says Hobart, the Pepsi marketing executive. "We think it's a flagship for our company. But I would never say we wouldn't entertain Super Bowl advertising again." If Pepsi realizes it fumbled by skipping this year's Super Bowl, there is no doubt that it will rush right back into the game...