Coca-Cola’s Polar Bears Switch Sides in Super Bowl Showdown

Pepsi is taking one of the boldest swings yet in its decades-long rivalry with Coca-Cola, unveiling a Super Bowl commercial that directly targets its competitor’s most recognizable mascots: the Coca-Cola polar bears.

In the ad, scheduled to air during Super Bowl LX, one of the animated bears is shown abandoning Coke and choosing Pepsi Zero Sugar instead — a symbolic moment in what has long been known as the “cola wars.”

The move is notable not only for its playful provocation, but for what it signals about shifting priorities in the beverage industry. While traditional full-sugar sodas have seen declining sales, zero-sugar options have become the primary growth engine for major brands.

Market research shows that low-calorie sodas accounted for more than half of category growth in 2025, with Pepsi Zero Sugar recording particularly strong gains.

Pepsi executives say the campaign reflects confidence in taste, positioning the brand as the preferred option for consumers who want fewer calories without sacrificing flavor. The decision to appropriate Coca-Cola’s polar bear imagery — a brand asset dating back decades — takes the rivalry to a new level, especially given Coca-Cola’s reduced presence in recent Super Bowl advertising.

The ad also taps into Super Bowl history, where both companies have repeatedly used the event to mock, parody, and challenge one another.