Pepsi Blocks Coke From First Half of Super Bowl

But Soft-Drink Rival Hopes to Lock in Exclusivity for Third Quarter

By Brian Steinberg

NEW YORK (AdAge.com) — The cola wars are moving to the Super Bowl. PepsiCo has arranged to block other marketers of non-alcoholic beverages from advertising in the first half of next year’s gridiron classic, according to media buyers and other executives with knowledge of the situation. Meanwhile, Coca-Cola is considering locking up a similar deal in the third quarter, according to some of these people. …