Coke debuted the "Coke Side of Life" ad campaign last year. "Video Game," which offers a "positive" twist on video game plots featuring characters causing mayhem, first aired during the season premiere of Fox's American Idol. Tonight, the company will debut "Happiness Factory", which provides a fanciful glimpse inside a Coca-Cola vendng machine.
Coke will develop a third ad specifically for the Super Bowl, which will air on Feb. 4 on CBS.
As part of its sponsorship, Pepsi plans to give away a jewel-encrusted Pepsi can valued at $100,000 as well as Super Bowl tickets for life.
Although the Purchase, N.Y., company's halftime sponsorship is aimed at promoting Pepsi's flagship brand, Pepsi hasn't yet disclosed if it will advertise any other soft drink brands with the rest of its air time. The company will advertise for 90 seconds in the first and second halfs of the game, spokeswoman Nicole Bradley said.
World's Largest Stage
“Very few advertisers are comfortable being on the worlds’ largest TV stage every year," Bradley said. "We thrive on the Super Bowl spotlight. It's been a part of our game plan for more than two decades.”
Both Coke and Pepsi have seen sales decline for its carbonated soft drinks. According to Beverage Digest, sales of the companies' two colas have fallen 4.8% in the first nine months of 2006 compared with the year-ago period.
Pepsi's Super Bowl efforts come as the company embarks on an effort to revive consumer interest in Pepsi-Cola by frequently changing the product's packaging.
This month, Pepsi has started using images of related to sports, music, fashion and cars that will change every few weeks. In total, the images on the cans and bottles are expected to be changed about 35 times this year, compared with 10 other previous changes to the package design over the past 109 years.