Pepsi and Coca-Cola have decided to break with tradition and not publish TV commercials during the Super Bowl next month, amid the economic downturn fueled by the coronavirus pandemic.
Variety first report Pepsi’s decision last week, with Coca-Cola next Friday with an announcement that it will not be publishing commercials in CBS ‘broadcast of Super Bowl LV.
In a statement shared by The Hill, Coca-Cola said it was the ‘difficult choice’ to ‘ensure that we invest in the right resources at these unprecedented times. ”
“We will roast our brand brands with an ice cold Coke from the sidelines,” the company said.
Meanwhile, Pepsi, one of the biggest and most trusted sponsors of the soccer event, chose not to run ads during the game to double our existing 12 minutes in the Pepsi Super Bowl Halftime Show in the middle of the Super Bowl. , ”According to a statement shared by Variety’s Vice President of Marketing with Variety.
“We are going to expand it like we have never built it before,” Kaplan said of the rest-time program, adding that the decision to reduce advertising is not affected by the desire to limit spending.
Pepsi did not immediately respond to The Hill’s request for further comment.
Canadian singer The Weeknd is the head of the Pepsi-sponsored show, with the music star taking part in the Pepsi advertising campaign ahead of the February 7 contest. This is the first time a Super Bowl rest period has done so, according to Variety.
Coca-Cola spent about $ 10 million on advertising in Fox’s broadcast of Super Bowl LIV in 2020, according to tracker Kantar.
The decision by Coca-Cola comes after the company announced in Atlanta in December it will reduce nearly 2,200 jobs worldwide, with 1,200 in the U.S., due to declining sales amid the coronavirus pandemic.
Coca-Cola has been preparing for the cut since the summer, when it offered sales to nearly 4,000 employees in Canada and the U.S. earlier this year. .
Variety reported Friday that CBS has not yet announced a sale of its commercial stock. The network wants to raise about $ 5.5 million for advertising packages.
Last year’s soccer game, according to Kantar, generated about $ 435 million in advertising spending, a new record.