Pepsi, a major Super Bowl advertiser for 23 years, will forgo the blockbuster football game next year and instead put its marketing dollars into a philanthropy-related online campaign, reports the Associated Press.

The world’s second-largest soft-drink maker spent $142.8-million advertising its products during the last 10 Super Bowls, including $33-million on the 2009 game.

The company plans to focus marketing efforts on its Pepsi Refresh Project, a mostly online effort set to start in January that will pay at least $20-million for projects created to “refresh” communities, such as feeding the needy or teaching children to read.