Just as the game itself will have a different look with a limited capacity of 22,000 fans in the stands, Super Bowl LV Advertising will be missing major players. Budweiser, Coca-Cola and Pepsi, normally some of the most anticipated ads of the night, will be donating their money elsewhere. Vice President of Budweiser, Monica Rustgi, said that ““[Budweiser] is eager to get people back together, reopen restaurants and bars and be able to gather to cheers with friends and family.” To pursue this initiative, Budweiser has explained will be using their allocated funds to support Coronavirus Vaccine Awareness. This will be the first time since 1983 people will not see the famous Clydesdales. However, while Budweiser will not be advertised, Anheuser Busch will still be advertising 4 minutes comprised of Bud Light, Michelob Ultra and both of their respective seltzers.
In addition to the actions being taken by Budweiser, Coca-Cola and Pepsi are pursuing similar initiatives. Coca-Cola released a statement revealing that rather than buying advertising spots they will be, “investing in the right resources during these unprecedented times.... We’ll be toasting to our fellow brands with an ice-cold Coke from the sidelines.” It’s important to note that Coca-Cola was extremely affected by the pandemic, revenue falling 13% with the closure of theaters and stadiums and had employees layoffs this past December. Pepsi has revealed that they will be utilizing their funds for a campaign which will precede the PepsiCo. Halftime Show.
Overall, advertising has been extremely affected by Covid–19. Costs are down from Super LIV (2020), at roughly $5.5 million for a 30-second spot. Budweiser, Coca-Cola and Pepsi are only a few of the major players that will be taking the sidelines. Audi, Hyundai, Avocados from Mexico and many others are pulling out, nervous about what tone to portray for the normally positive and comedic atmosphere. It will be interesting to see how many upcoming brands, such as Triller, TikTok, Fiverr and Vroom, take center stage this year with this unique opportunity. How do you feel about these companies’ initiatives to not advertise at Super Bowl LV? Let us know @TXADPR!