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Pepsi and Coca-Cola have decided to break tradition and not air TV commercials during the Super Bowl next month amid the economic recession caused by the coronavirus pandemic.
Variety reported for the first time Pepsi’s decision last week, with Coca-Cola follows Friday with an announcement that she would not air any ads on CBS’s Super Bowl LV show.
In a statement shared with The Hill, Coca-Cola said it made the “difficult choice” of “ensuring that we are investing in the right resources in these unprecedented times. “
“We’re going to toast our fellow brands with an iced Coke on the sidelines,” the company said.
Meanwhile, Pepsi, one of the football event’s largest and most trusted sponsors, chose not to run any commercials during the game in order to “double down our existing 12 minutes in the Pepsi Super Bowl Halftime. Show in the middle of the Super Bowl. According to a statement shared with Variety by Pepsi’s vice president of marketing, Todd Kaplan.
“We’re going to build it like we’ve never built it before,” Kaplan said of the halftime show, adding that the decision to cut commercials was not influenced by a desire to limit spending. .
Pepsi did not immediately respond to The Hill’s request for further comment.
Canadian singer The Weeknd is set to headline the Pepsi-sponsored show, the music star appearing in a Pepsi ad campaign ahead of the February 7 game, the first time a halftime headliner of the Super Bowl did, according to Variety.
Coca-Cola in 2020 spent around $ 10 million on ads in Fox’s broadcast of Super Bowl LIV, according to ad spend tracker Kantar.
Coca-Cola’s move comes after the Atlanta-based company announced in December that it would cut nearly 2,200 jobs worldwide, including 1,200 in the United States, due to declining sales amid the coronavirus pandemic.
Coca-Cola has been bracing for cuts since the summer, when it offered buyouts to nearly 4,000 employees in Canada and the U.S. Earlier this year, the brand also announced it would be dropping Tab , Odwalla and Zico, CNN reported at the time. .
Variety reported on Friday that CBS has yet to announce a sale of its commercial games inventory, with the network seeking around $ 5.5 million for advertising packages.
Last year’s soccer game generated around $ 435 million in ad spend, a new record, according to Kantar.
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