Kia Is Skipping The Superbowl

"At the onset of the pandemic in 2020, we continued our efforts through two separate $1 million donations to organizations that support America's homeless youth population," Kia revealed in a statement. Many other companies have pulled their advertising for this monumental event for similar reasons. Budweiser, one of America's most well-known brands, will not be advertising in this year's Super Bowl for the first time in 37 years and will be using its advertising budget to support Covid-19 vaccine awareness in a virtual-only social media ad.

Kia and Budweiser will also be joined by soft drink powerhouses Coke and Pepsi who have opted out of running in-game ads. Pepsi will help sponsor the halftime show. These moves also make business sense for companies struggling with the economic knock-on effects of the pandemic. Last year a 30-second commercial cost $5.6 million. Kia is doing a lot to change its brand perception in the US, including the launch of a new logo and a range ofupcoming electric vehicles. This wholesome type of brand behavior should definitely be praised.