For many years, the Super Bowl served as a long-standing stage for the Coca-Cola and Pepsi rivalry. However, this year, both brands have announced that they will not be running any commercials on its namesake sodas due to this year’s social climate.
Pepsi opted out of running a full ad for its flagship drink during the event and has instead chosen to focus on its annual sponsored halftime show. Although, PepsiCo, Pepsi’s parent company, will be running in-game Mountain Dew commercials alongside various Frito-Lay snacks. Pepsi has reportedly replaced its ad slot with a new campaign leading up to its halftime show hosted by musical artist, The Weeknd.
Coca-Cola has confirmed it will not have a commercial during the Super Bowl LV, citing that the company wanted to “ensure we are investing in the right resources during these unprecedented times.” Last year, the brand spent $10 million USD on an ad slot during the Super Bowl LIV. The decision made by the beverage companies’ to pull their commercials from the Super Bowl ads to the narrative involving the advertising budget cuts brands have faced during the pandemic.
Other companies including M&M’s, Pringles, Toyota, and TurboTax are still slated to appear as in-game advertisements. But, brands have been cautioned about striking the right tone in the midst of the pandemic and high socio-political tensions throughout the country.
— Ad Age (@adage) January 16, 2021
Pepsi is hyping its @theweeknd upcoming Super Bowl halftime performance with a campaign and special cans.
— Ad Age (@adage) January 9, 2021
In case you missed it, check out Pepsi’s ad for The Weeknd’s Super Bowl LV Halftime Performance.