Coca-Cola will "not run ads in CBS’ broadcast of Super Bowl LV," according to Brian Steinberg of VARIETY. Coke’s announcement follows a "similar one made by rival Pepsi," which has "opted to focus on its annual halftime show rather than run commercials for its flagship drink." PepsiCo "will run a commercial for its Mountain Dew soda along with various snacks from Frito-Lay." Coca-Cola spent $10M in "commercials placed in Fox’s 2020 broadcast of Super Bowl LIV." The company in December said that it "would lay off 2,200 employees, or 17% of its global workforce," as it worked to "trim the number of brands it operates." The beverage companies' decisions to "put their drinks on the sidelines will no doubt spark more questions about the financial underpinnings of the Super Bowl during a time of economic flux." The pandemic has "forced many advertisers to cut their budgets and reallocate spending." CBS has "yet to declare a sell-out of its in-game commercial inventory" (VARIETY.com, 1/15). CNBC.com's Amelia Lucas noted Coca-Cola's revenue "fell 13% during the first nine months of 2020 as it missed out on sales at restaurants, gas stations and office buildings." PepsiCo receives a "smaller proportion of its sales from away-from-home occasions" (CNBC.com, 1/15).
NOT MUCH BUILD UP: DIGIDAY's Michael Burgi writes usually, the buzz around game advertisers "would be in high gear," but the pandemic "has affected" that. Though a few spots "have debuted, it’s not the torrent we usually see." Cheetos just put out a "suspenseful teaser starring Ashton Kutcher, but not much more is happening." Outside of the broadcast of the game, brand activators around the Super Bowl "ordinarily would be plotting their trick plays to gain attention and clicks," but given there is going to be "limited in-stadium attendance, even that’s muted at this point" (DIGIDAY.com, 1/18).
