Why is coke not playing

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But the big shots are sitting this one out. All four companies cited varying levels of financial uncertainty or refocusing being done during the COVID pandemic.

Through various statements and reporting, it's possible to put some picture together of where the advertising money will go instead.

Below, we've broken it down. For the first time in 37 years, there will not be a Budweiser advertisement during the Super Bowl. Budweiser said in a release it's choosing to "reallocate" its investment toward those affected by the COVID pandemic.

The brand will donate some of its advertising airtime throughout to Ad Council and COVID Collaborative, a group of experts on health, education and the economy. Budweiser will still have a second spot that runs on digital platforms before and during the Super Bowl titled "Bigger Picture.

The company told CNBC that the decision to not have an advertisement was made to ensure they are "investing in the right resources during these unprecedented times. PepsiCo will not have a commcercial during Super Bowl 55, but it will be sponsoring the halftime show.

PepsiCo receives a smaller proportion of its sales from away-from-home occasions. Skip Navigation. Key Points. Coca-Cola and PepsiCo won't be advertising their trademark sodas with Super Bowl commercials this year.

Coke said in a statement to CNBC that it will be toasting to other brands from the sidelines this year.