Wow. Two Kim Kardashian references in one week. I’m getting ready to call a moratorium on celebuntantes.

A couple of days ago I pointed out that Kim Kardashian might be in hot water with the FTC over her non-disclosed paid-endorser schtick for Carl’s Jr. on Twitter. The topic of business change is even more germane with today’s news that Pepsi is abandoning its long-held position as an advertiser on the Super Bowl.

Remember: in the earlier piece I pointed out that Twitter would reach people for about one-third the money that a Super Bowl advertisement costs, and that the eyeballs being delivered were of a higher quality because they had opted-in to Ms. Kardashian’s messages.

Seriously: why spend $4 million per thirty seconds of exposure plus pay for production costs and inflated salaries for people like Britney Spears? Social media lets you spend way less, and get more. Done.

Of course, if you’re still looking to “throw everything against the wall to see what sticks”, ads in the Super Bowl could be the right way to go. But fewer and fewer smart businesses see that as the right answer, and now even Pepsi is on board.

Merry Christmas. Now go commit some business change.

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