The Internet Wins Pepsi from the Superbowl

Television still accounts for 99% of all video viewing in the U.S. But Pepsi's announcement that it will not advertise in February's Superbowl has pushed the TV doomsday clock a couple minutes closer to midnight.

According to the AP, Pepsi is forgoing Superbowl ads this year to focus on a new campaign called the "Pepsi Refresh Project," which basically sounds like a nefarious plot to co-opt the wave of do-gooderism that is currently sweeping America like a plague of sustainable locusts:

The nation's second-biggest soft drink maker is plowing marketing dollars into its "Pepsi Refresh Project" starting next month as its main vehicle for Pepsi. The project will pay at least $20 million for projects people create to "refresh" communities.

A Web site will go live Jan. 13 where people can list their projects, which could range from helping to feed people to teaching children to read. People can vote starting Feb. 1 to determine which projects receive money.

"Web site" is crucial here, because it is not television. This ominous statement from Pepsi spokeswoman Nicole Bradley says it all:

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

Damn right. Those Iranian protesters didn't use television to overthrow the government.