Coca-Cola unveils Super Bowl presence

"In a divided world, Coke unites," he said.

We'll see what PepsiCo has to say about that. The Purchase, N.Y. company plans a half dozen spots on the broadcast, with perhaps three of them dedicated to Pepsi Max, Coke Zero's primary competition.

PepsiCo surprised the advertising industry last year when its beverage brands took a pass on the Super Bowl, leaving the soft drinks field open to Coca-Cola. The tactic drew attention to the Pepsi Refresh Project, which gives out millions to charitable organizations and projects chosen by fans, such as animal shelters and playground construction.

"Pepsi has done a huge shift from last year," said Tim Calkins, clinical marketing professor at Northwestern University's Kellogg School of Management. "You don't want to leave a huge media event all to your competitor. They clearly concluded that, going forward, they need to be in the game."

Every year, brands such as Budweiser and Doritos vie for top rankings of Super Bowl advertising, such as USA Today's Ad Meter. Katie Bayne, president of sparkling beverages for Coca-Cola North America, said both critics and everyday consumers are important.

"What the critics write about and what the consumers vote on, all of those people are Coca-Cola consumers too," she said Monday. "Everything that's written about the brand is important. We value everyone's judgment."