Coca-Cola and PepsiCo will not be promoting their namesake trademark sodas with Super Bowl ads this year.
The decades-old rivalry between the two cola products often puts them at the forefront of being in the spotlight during the annual NFL tournament. But this year, they will both fix it. Variety initially reported this piece of news.
What Will They Do Instead?
Pepsi is replacing its traditional Super Bowl ad with a new lead campaign in the half-show of the game featuring The Weeknd. This year marks the 10th anniversary of Pepsi’s sponsorship of the Super Bowl half-time show. But Mtn Dew and Frito-Lay, both PepsiCo’s, still have got in-game advertising programs.
In a statement sent to CNBC, Coke said it would be happy to toast with other brands from the sidelines this year.
“This difficult decision was made to ensure that we invest in the right resources at these unprecedented times,” said spokeswoman Kate Hartman.
In 2019, it chose to make an ad before the Super Bowl game rather than during the game. But recently, giant beverage has been suffering from the effects of the coronavirus pandemic. Revenue decreased by 13% in the first nine months of 2020 as it lost sales in restaurants, petrol stations and office buildings. PepsiCo receives a small portion of its sales from distant and away-from-home spots.
Coke shares fell 14% last year, giving it a market value of $ 210 billion. PepsiCo’s stock rose 2% at the same time, giving it a market value of $ 197 billion.
Synopsis
Coca-Cola and PepsiCo will not be advertising their trademark sodas with Super Bowl ads this year.
Pepsi is replacing its traditional Super Bowl ad with a new lead campaign in the half-show during the game featuring The Weeknd.
In a statement sent to CNBC, Coke said it has decided it would be unveiling other products from the sidelines this year.
