The Super Bowl has long served as a prominent front for the long-running shower war between Coca-Cola and Pepsi. This year, the beverage giants will fight that battle elsewhere.
Coca-Cola said Friday it would not publish ads in CBS ‘broadcast of Super Bowl LV, citing a “difficult choice” made to “ensure we invest in the right resources in these unique times.” Coke’s announcement follows a similar one made by rival Pepsi, which has chosen to focus on its annual break show instead of running commercials for its flagship drink (its parent company, PepsiCo, will run a commercial for its Mountain Dew soda along with various snacks from Frito- Lay).
Coke declined to make managers available for further comment. The company spent $ 1
The beverage companies’ decisions to put the drinks on the sidelines will undoubtedly trigger more questions about the financial support for the Super Bowl in a time of economic power. The coronavirus pandemic has forced many advertisers to cut budgets and redistribute spending. Pepsi previously slammed Super Bowl activity during a new moment of crisis. In 2010, as the nation recovered from a severe recession, Pepsi decided not to run ads for any of its drinks, ending a 23-year streak of hype during the Big Game.
CBS, which is applying for around $ 5.5 million for Super Bowl TV commercials, has not yet declared that it is sold out in its commercial warehouse. Last year, the game generated an estimated $ 435 million in advertising expenses, according to Kantar – a new record.
Coca-Cola last last out of the Big Game in 2019, and chose to run an advertisement just before the kickoff of the broadcast, but not in the event itself. In doing so, the soda maker ended an 11-year series of making Super Bowl commercials.
Cola has become a Super Bowl believer for the past two decades. Coca-Cola has worked hand in hand with the advertising agency Wieden + Kennedy and, to borrow one of its slogans, has given life to the game.
In 2008, the beverage company ran a dazzling show featuring Macy’s Thanksgiving Day balloon characters (Underdog and Stewie from “Family Guy”) chasing a balloon version of a bottle of cola – only to be outmaneuvered by Charlie Brown. Coca-Cola recognized several Super Bowl viewers who used smartphones during the game, and in 2013 ran a social media feed of its famous animated polar bears that commented on all the Super Bowl commercials. During a previous Super Bowl race (the soda giant took an eight-year hiatus from the game after 1998), Coke struck a chord with an advertisement for former Pittsburgh Steeler defensive tackle “Mean” Joe Greene throwing a jersey at a young football fan. The appearance of the ad in Super Bowl XIV in 1980 helped to make it a classic, (although the commercial had previously been broadcast on television.
More to come…