PepsiCo locks up Super Bowl's first half

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

If you see an ad for a non-alcoholic beverage during the broadcast of the first half of the upcoming Super Bowl, it will be for a PepsiCo product. Media buyer OMD has locked up "category exclusivity" for the first half to prevent rival marketers including Coca-Cola from sharing the stage. The Coca-Cola Co. is reportedly mulling a similar strategy for the game's third quarter.

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