• by Joe Mandese  @mp_joemandese, October 2, 2012

That’s what Kia marketing chief Michael Sprague just confirmed with Marketing Daily’s Karl Greenberg during OMMA Global.

He said it would be Kia’s fifth consecutive year advertising in the Big Game and, like years prior, it will use it to “launch new product.” He wouldn’t say what the new product might be, but historically, Kia used it to launch a new car line.

No word yet on whether Kia will do something innovative to tease it’s 2012 Super Bowl ads, but Sprague pointed out that this year, Kia broke its Super Bowl spots in movie theaters over the weekend leading up to the Super Bowl.