Coca-Cola announced today that the company will be pulling its commercial from the Super Bowl this year after 11 years.
The soft-drink company will run one commercial just before kickoff of the game February 3, but nothing during the event itself.
According to Variety, CBS commercial packages during Super Bowl LIII are between $5.1 million and $5.3 million. Ads that run pre-game can cost anywhere from hundreds of thousands of dollars to a few million.
Stuart Kronauge, senior vice president of marketing for Coca-Cola North America and president of its sparkling beverages business unit said, “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.”
“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.”
Coca-Cola will have to hope its stance is big to combat their competitor Pepsi, who Wednesday, teased a Super Bowl commercial that features Cardi B