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Coke returns to Super Bowl advertising

/ Source: Reuters

Coca-Cola Co. said Wednesday it will advertise during football’s Super Bowl for the first time in nine years.

Coke, the world’s biggest beverage company, said one of its three commercials that will run during Super Bowl XLI was developed specifically for the game, which airs on CBS Inc.’s  television network on Feb. 4 and is expected to attract some 90 million viewers. The Super Bowl is the biggest single U.S. sporting event of the year.

Two other commercials, called “Video Game” and “Happiness Factory” are also being aired during the reality show “American Idol,” which airs on News Corp.’s Fox  network.

A Coke spokeswoman declined to say how much the Atlanta-based company was paying for the Super Bowl ads, its first since 1998. Other marketers have paid up to $2.6 million for a 30-second spot.

Top buyers for ad space during this year’s Super Bowl include brewer Anheuser-Busch Cos. Inc. , which has purchased 10 30-second spots; carmaker General Motors Corp. ; and Coke’s rival PepsiCo Inc..

Earlier this week Coke said Mary Minnick, the president of its marketing, strategy and innovation team, would not be replaced after she leaves the company at the end of February. Her departure was announced a week ago.