Coca-Cola won’t be running ads in this year’s Super Bowl, which breaks a string of 11 consecutive years in which the iconic brand has purchased ad time during the Big Game. CBS is broadcasting the game on Sunday, Feb. 3.

Variety reports that Coke will run a commercial just before the game’s opening kickoff, but will be absent from the game itself.

“Coca-Cola intends to run a 60-second commercial just before kickoff that burnishes themes of diversity and inclusion, says Stuart Kronauge,  senior vice president of marketing for Coca-Cola North America and president of its sparking beverages business unit,” Variety reports.

Kronauge is quoted saying in a statement: “We have a long history of using the country’s biggest advertising stage to share a message of unity and positivity, especially at times when our nation feels divided. This year, we decided to place our ad just before the national anthem as Americans come together in their living rooms to remind everyone that ‘together is beautiful.’”

Variety notes that CBS is asking for $5.1 million to $5.3 million for commercial packages airing in the game itself.

“Ads that run pre-game can cost anywhere from hundreds of thousands of dollars to a few million, depending on their proximity to the start of the annual pigskin contest,” Variety adds.