According to Ad Age research, this Superbowl viewing will
have more packaged food and beverage companies advertising than any year since
2003.
Twelve grocery brands, ranging from Cheerios to Heinz, are
expected to air nineteen advertisements during the game. That’s up from nine
the year previously, and far more than earlier in the century. In the 2000’s,
three or four grocery brands would typically buy Superbowl ad time. The ads
were typically taken more by car companies, global businesses like Google, and big-whig
cable and phone industries.
The usual beer, soda, and snack companies will appear again in
the viewing including Coke, Pepsi, Budweiser, and Doritos. Among the bigger
companies will also be smaller brands like SodaStream and Wonderful Pistachios,
which debuted last year.
The game is a “second Thanksgiving,” according to Claudine
Cheever, chief strategist at Saatchi & Saatchi, New York whose clients
include General Mills and Cheerios. The game is prime time for advertisers to
reach a wide variety of clientele.
The rise of digital video, mobile, and social engagement opportunities
in recent years have increased the Superbowl ads appeal. Companies like Budweiser
and Doritos have already released teaser videos to increase excitement and
engage with consumers on several platforms. Strategists want to encourage
consumers to view the teaser ads and look for their “sequel” on the Superbowl.
The teaser ads are a fantastic way brands can increase awareness and engage
consumers through an integrated campaign.
Finally, grocery brands, now more than ever, are buying time
for the Superbowl. Grocery brands are realizing that by using ads during the
Superbowl, they can have a dual goal of raising long-term awareness with
game-day consumption. Brands like Chobani are doing this by advertising during the
Superbowl to raise company awareness, but pushing for game-day consumption by sharing
recipes for Superbowl dips and super snacks using their yogurts.
What are your thoughts? Do you think brands like Chobani and
Cheerios will succeed in such a greasy, anything-goes type of event? What do you think about grocery brands advertising during the Superbowl? Will they ultimately be successful?
To read more, please visit this website: http://adage.com/article/special-report-super-bowl/super-bowl-advertising-turned-a-packaged-food-fight/291440/
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