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SBD/Issue 94/Sponsorships, Advertising & Marketing
Super Bowl Ads: Coca-Cola Using Facebook To Help Promote Spots
Published January 28, 2010
|One Of Coca-Cola's New Ads Features
Characters From Fox' "The Simpsons"
SODA SPOTLIGHT: In Atlanta, Jeremiah McWilliams notes Coca-Cola is “taking a rare opportunity this year to outduel its main rival on television’s biggest stage,” as PepsiCo will not run an ad for its beverage brands. Coca-Cola North America CMO Katie Bayne said, “As far as our competitor choosing to go somewhere else, we’ll miss them. At the same time, I know they have other things planned. We have been planning on the Super Bowl for a long time.” PepsiCo “insists that its retrenchment on the broadcast is not related to Coca-Cola’s presence, or with the Super Bowl’s value as a marketing vehicle.” Pepsi North America Senior VP/Communications Peter Land: “The Super Bowl is a great platform for the right brand at the right time. Our decision is in no way a knock on the Super Bowl at all” (ATLANTA CONSTITUTION, 1/28). In N.Y., Stuart Elliott noted PepsiCo execs, in explaining why they chose not to purchase ad time during the Super Bowl, said that they “wanted to concentrate on a campaign centered on philanthropy and the social media.” Coca-Cola, by incorporating social media and philanthropic elements to its campaign, is showing PepsiCo that "when it comes to Super Bowl advertising, you can walk and chew gum at the same time" (NYTIMES.com, 1/27). Bayne said that plans to benefit the Boys & Girls Clubs of America, as well as other organizations through cash matching and My Coke Rewards points-matching efforts at livepositively.com, "were in place well before Pepsi announced it would put its focus behind” its Refresh Everything Project (ADAGE.com, 1/27).