PepsiCo locks up first half of the Super Bowl

12/15/2008 | Advertising Age (tiered subscription model)

Category exclusivity is not a new tactic for advertising during the Super Bowl. This year, however, media buyers say PepsiCo is using the option for the first time in recent memory. The company will block other nonalcoholic-beverage marketers from the first half of the game, while The Coca-Cola Co. is considering a similar deal for the third quarter.

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