After 11 consecutive Super Bowl appearances, Coke will sit out this year’s game, leaving Pepsi as the lone cola brand in the line-up.
Coke will, however, get as close to an in-game spot as possible, with a 60-second ad airing right before kickoff. Similar to past Coke spots, the ad will feature themes of diversity and inclusion.
“We have a long history of using the country’s biggest advertising stage to share a message of unity and positivity, especially at times when our nation feels divided,” says Stuart Kronauge, senior vice president of marketing for Coca-Cola North America and president of its Sparking beverages business unit. “This year, we decided to place our ad just before the national anthem as Americans come together in their living rooms to remind everyone that ‘together is beautiful.”