One of the best parts of watching the Super Bowl is the ads. Companies spend tons of money for their products to get the top spots in Super Bowl ads, but this year beverage giants Coca-Cola and Pepsi won’t be making an appearance.
Coca-Cola decided to follow Pepsi’s lead to not run ads in CBS’ broadcast of Super Bowl LV, to “ensure we are investing in the right resources during these unprecedented times,” as Coca-Cola said in an announcement. Pepsi has chosen to focus on its annual halftime show instead of running commercials for its flagship drink. It’s parent company, PepsiCo, will run commercials for Mountain Dew and Frito-Lay snacks.
Last year, Coke spent $10 million in commercials placed in Fox’s broadcast of Super Bowl LIV. The soda industry has been hit hard during the pandemic since live sporting events have been canceled, large parties haven’t been happening, and movie theaters have been closed. In December, the company said it would lay off 2,200 employees or 17% of its global workplace. They’ve already stopped offering Tab, Odwalla juices, and Zico coconut water.
This isn’t the first time Pepsi decided not to air ads during the Super Bowl. In 2010, after the recession, they didn’t air any ads for their beverages for the first time in 23 years. Coca-Cola last didn’t air ads in 2019, opting to run a commercial before the kickoff of the broadcast. This was the first time the soda-maker didn’t have a Super Bowl ad in 11 years.
CBS is seeking around $5.5 million for Super Bowl TV advertising packages. Which begs the question, what other companies will sit out of Super Bowl ads this year?
