Saturday, January 16, 2021

AT PEPSI’S OSCARS, COKE MAKES A BACKSTAGE ENTRANCE

March 4, 2014 by · Leave a Comment 

That pizza-delivery stunt that was one of the most tweeted-about incidents at Sunday night’s Oscars could not have pleased Pepsi Cola, which took over as the exclusive soft-drink sponsor of Sunday night’s telecast. On each of the pizza boxes shown during the bit, Coke’s logo was prominently displayed. Coke paid nothing for the product placement, while Pepsi paid about $1.9 million for its ads. Commented Advertising Age: “While Coca-Cola marketing execs are probably wishing they could take credit for the unplanned placement, execs at ABC are most certainly wishing they’d foreseen it before allowing the boxes to appear on air. According to an executive close to the situation, PepsiCo, which ran ads during the telecast for several of its brands, has brought the situation to ABC’s attention.” AdAge said that ABC is “investigating” the incident.