3 Big Brands That Wont Get Their Number Called This Super Bowl
Some of the Super Bowl’s biggest beverage advertisers are skipping the game this year with a bad taste in their mouth. For 54 seasons, companies have seen the potential in advertising at the most watched American event of all time. Sadly, Covid-19 has presented a challenge for all businesses, and some brands will have to be careful with their budgeting. Coca Cola decided to sit out of Super Bowl LV completely, while Pepsi, and Budweiser are opting to pull a majority of their advertisements with a few exceptions.
These brands have a storied history with the Super Bowl. According to wtop news, Budweiser has spent $470 million over 54 Super Bowls, and is the only company to advertise in every single Super Bowl to date. Pepsi (35 Super Bowls) and Coca-Cola (29) are second and third in spending, standing at $320 million and $200 million respectively. But this year, these companies won’t be shelling out the $5.5 million CBS is charging for a 30 second ad spot this year according to cnbc.
Covid-19 has affected Coca-Cola more than most care to realize. Although their grocery store sales have been performing well, (increasing by 8.3% according to AdAge) it hasn’t been enough to prevent major setbacks for the company. This is due to an all time low, “away from home” consumption. Almost half of their business relies on consumers going out and getting the drink at restaurants and vending machines. Money might not be the only reason these brands are pulling out of the race. In the midst of civil unrest and a pandemic, big brands like Coke may fear that their humorous and upbeat voice may come off as insensitive.
“There is trepidation around Super Bowl advertising this year. For the Super Bowl, you generally go big or go home. I think brands are going home rather than spending tens of millions of dollars and not getting it right. They’re saying, ‘Let’s wait until this s#!^ storm clears.’”- Bill Oberlander, Co-founder of Oberlander.
Pepsi has bowed out in a similar fashion to focus on sponsoring the Super Bowl halftime show featuring The Weeknd. Pepsi has been through financial hardship such as this before, backing out of the Super Bowl in 2010 which ended a 23 year streak, according to Variety.
As for AB InBev, (Budweiser’s parent company) they will still run ads for Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Organic Seltzer. The money that would’ve been used for a Budweiser spot will now be allocated to support the Ad Council’s coronavirus vaccine public education campaign.
This has left a huge opportunity for other companies to slide in and take advantage of Football’s biggest stage. Hopefully, these new brands entertain us with original campaigns that will dominate next week’s virtual water cooler conversations.