Coca-Cola is hoping a reality show-styled competition will put its 2013 Super Bowl commercial at the top of the heap and spur sales.
The Atlanta-based beverage giant on Tuesday unveiled a 30-second ad that pits three “teams” of lost travelers — showgirls, cowboys and “Mad Max”-like badlanders — in a battle to find a Coca-Cola bottle that appears as a mirage in the desert.
Industry observers pegged the cost of the average 30-second spot at about $4 million.
In the “Mirage” ad fans can vote for their favorite team — as well as sabotage those they want to see lose — at cokechase.com. Voting is open now and will run through the end of the game. The winner will be announced after the championship match.
The first 50,000 people who vote will get a coupon for a free Coke, Diet Coke or Coke Zero.
“This will kickoff the product as the ultimate thirst-quencher,” said Pio Schunker, Coca-Cola senior vice president of integrated marketing.
Last year, nine million viewers watched Coca-Cola’s mascot polar bears “emote” after plays and calls on the field.
The company said it ditched the idea of the bears returning this year “to avoid the trap door of a sequel.”
The “Mirage” Super Bowl ad, which can be seen now online and debuts Feb. 3 on television during the Super Bowl, comes on the heels of Coca-Cola unveiling its first-ever commercial addressing obesity.
Under increasing pressure from health officials and mayors calling for restrictions on serving sizes, Coca-Cola on Jan. 15 launched a two-minute ad on cable news that asked consumers to moderate their consumption of sugary drinks, exercise and consider low- or no-calorie drink options such as Coke Zero and Dasani water.
The ad addressing obesity will run during the Super Bowl pre-game. Stuart Kronauge, president of sparkling beverages, said the “Mirage” spot is better-suited for the actual game because it focuses on competition, a parallel to what viewers will be watching.
“Ultimately, we feel both messages are important, which is why they’re both there,” she said.
