Posted by Dale Buss on February 1, 2013 04:51 PM
The Super Bowl is either an excuse for a phantasmagoria of purposeless eating, or the stage for a veritable symphony of snacking. Either way, QSR and CPG brands have been gearing up for Sunday for months — and not just in the game-day advertisements that are being run at great expense by Anheuser-Busch, Pepsi, Coke, Doritos, Wonderful Pistachios and other kings of Super Bowl consumption.
Take Pizza Hut and Taco Bell, for example, both owned by Yum! Brands. This week, Pizza Hut expanded its "Hut. Hut. Hut" Super Bowl campaign it's been promoting on Facebook by offering all Americans a free sample of its latest "product innovation" on Tuesday afternoon at any of its 6,200 U.S. locations. The chain wouldn't reveal the nature of this innovation but said it'll become apparent by being integrated into the content of CBS's pregame show. All that is necessary to activate this promotion is for one of the quarterbacks to yell "Hut!" during the game — which seems very likely.
On the Taco Bell side of the company, the brand plans to introduce the new Cantina Bell Steak Burrito in a pregame ad and, of course, already has released its Super Bowl ad featuring young-at-heart seniors. Copy at the end of the ad points viewers to Taco Bell's Facebook page, where consumers can participate in a "Live Mas Monday" on Feb. 4, during which a free churro willl be given away with any purchase during regular storehours at U.S. locations.Continue reading...
Posted by Dale Buss on January 22, 2013 05:05 PM
Super Bowl XLVII may be unique in that one of the biggest potential branding opportunities has suddenly materialized less than two weeks before the Big Game. And the opportunity is called the Brothers Harbaugh.
It seems unlikely that even the biggest brands would be able to land a deal with Jim or John Harbaugh, or both, this close to the Super Bowl, given that each is now consumed with how to beat the other's team -- and that, for the winner at least, there should be plenty of endorsement opportunities after the game.
But some marketers may be able to figure out how to tie themselves tangentially at least, maybe even convincingly, to what already has become the most intriguing Super Bowl story line perhaps in decades: the mutual success and striving of two accomplished opposing coaches, less than two years apart in age, who happen to be siblings. They're also young for their profession, telegenic, well-spoken and smart.
So we await news on Brother International or some other less obvious brand figuring out how to tap into all of that. In the meantime, there are plenty of other brands gearing up for a Super Bowl lift ahead of Game Day, including Mercedes-Benz.Continue reading...
Posted by Dale Buss on January 22, 2013 02:58 PM
Coca-Cola is taking the crowdsourcing bent of Super Bowl advertising to the next level with its just-announced "Mirage" campaign for Super Bowl XLVII on Feb. 3, with a story arc that will rely on social media input from viewers to determine the ending.
The brand's effort also promises a great in-game marketing battle with Pepsi, which is sponsoring the halftime show. And just for good measure, Coke also will be repeating its anti-obesity ad on Super Bowl Sunday.
Coke previewed creative and discussed its strategy for the Super Bowl on Tuesday with journalists and bloggers, as marketing executives vowed that the brand's socially-focused effort would surpass the success of last year's "Polar Bears" campaign. In it, viewers collectively dictated the animated bears' responses to game action and even to other brands' commercials.Continue reading...
Posted by Dale Buss on January 10, 2013 03:48 PM
Purchasing for Super Bowl parties just got easier. Two CPG behemoths are boosting their brands' cooperation in the retail store using the upcoming Super Bowl as a way to generate unprecedented synergies from in-store marketing.
PepsiCo and Anheuser-Busch InBev will put Bud Light and Pepsi together for the first time under the new effort, which AB InBev internally called a "National Big Bet," according to Ad Age. The companies previously had paired AB InBev drinks with PepsiCo-owned snack brands such as Doritos and Lay's, but not beverages.
As official Super Bowl sponsors — and Budweiser's Bud Light the official beer of the NFL — the respective beverage giants are hoping the co-branded in-store signage will woo shoppers in the days leading up to America's Biggest Snacking Occasion.
The co-branded marketing materials reportedly include display signs showing two bags of Doritos, two bottles of Pepsi and two bottles of Bud Light along with the Super Bowl logo and the slogan, "Super Bowl. Super Team. Super Party."Continue reading...
Posted by Dale Buss on January 9, 2013 03:31 PM
Wonderful Pistachios announced today today that it plans to make its first appearance during the Super Bowl, befitting its rapidly rising status as a snack brand to challenge even the granddaddy of the business, Frito-Lay, and its Doritos brand that often dominates Super Bowl advertising with its Crash the Super Bowl fan-created ad campaign.
"We're thrilled at being able to bring consumers a healthy alternative that tastes good and is as fun as any other big brand they might enjoy during the Super Bowl," Marc Seguin, chief marketing officer of the Wonderful Pistachios brand — a corporate sibling to Pom Wonderful — told brandchannel. "We have a product that's unique, and just as fun [as Frito-Lay's], but also really healthy."
Wonderful's Super Bowl ad will continue its marketing theme of "Get Crackin'" that has featured unexpected spokespeople including Rod Blagojevich, the then-discredited and now imprisoned former governor of Illinois, "but with a new twist," Seguin said. "We'll definitely take it up a notch for the Super Bowl."
That "twist" will feature the stylings of South Korean rapper Psy of "Gangnam Style" fame, whose music video has notched a record-breaking billion views on YouTube. Psy will wear a pistachio-green suit in the ad and show a special way to crack open pistachios, in keeping with the Get Crackin' campaign theme.Continue reading...
Posted by Dale Buss on January 9, 2013 01:14 PM
Super Bowl XLVII is getting closer, so more heavyweight brands are making the required heavyweight commitment to advertise during the Big Game on CBS on February 3.
The network said today that all of the available spots are sold out at around $4 million per 30 seconds, with the latest returning brands including Chrysler from last year and Taco Bell from three years ago.
Budweiser plans to debut Budweiser Black Crown, an amber lager with higher alcohol content, with a 30-second spot during the game. Anheuser-Busch InBev introduced Bud Light Platinum during last year's game, while Black Crown was developed via last year's Project 12 regional brewmaster challenge.
Taco Bell had a very good year with a snap-back in sales on the strength of new produccts such as Doritos Locos Tacos, and so the Yum!-owned brand has confirmed it's suiting up for the Super Bowl for the first time since 2010. The chain's 60-second spot will "support the brand’s 'LIVE MÁS' tagline and spirit."
Doritos, meanwhile, tapped actress Ali Landry, who rose to fame during her 2008 Super Bowl commercial debut with the brand, to announce the five finalists for its fan-voted "Crash the Super Bowl" creative commercial challenge.Continue reading...
Posted by Dale Buss on December 14, 2012 05:01 PM
If ever a non-alcohol brand has been associated with partying, it's Tostitos. The brand always promotes itself heavily for Super Bowl consumption and sponsors its own college-football bowl game, the Tostitos Fiesta Bowl, every year, including a campaign last year.
The Frito-Lay-owned sibling brand of Doritos also has associated itself with "homecomings" for U.S. military members over the last few years.
So now Tostitos, as you can follow along on its Facebook page, has joined those interests into a huge new promotion that combined partying and homecoming. It sponsored a football-field "surprise party" for selectd U.S. military veterans who only thought they had shown up to play a flag-football game for charity.
Instead, the 28 unsuspecting service men and women were greeted at the Cerritos College stadium near Los Angeles by more than 12,000 "fans", legendary college coaches Urban Meyer and Bobby Bowden, NFL veterans Kurt Warner and Marcus Allen, actors Owen Wilson and Eric Stonestreet, and chart-topping band Gym Class Heroes. And they all had their roles in the game.Continue reading...
Posted by Dale Buss on October 29, 2012 03:57 PM
At least when marketers take out ads during the Super Bowl, they always know what they're going to get: A game stretching over about four hours and including one long halftime show. But in its best-four-out-of-seven format, baseball's World Series can be more problematic for brand sponsors because they never really know whether they've got two weeks — or just one — to make their impressions.
That's why, while the San Francisco Giants' four-game sweep of the Detroit Tigers was sweet for San Francisco, it proved problematic for at least two advertising efforts tied directly to the World Series — and, seemingly, to the probability that the Series would last for at least five games.
Take Taco Bell. Thanks to a stolen base by Angel Pagan of the Giants during Game 2 of the Series, Taco Bell is planning a US-wide promotion tomorrow with MLB (assuming Hurricane Sandy doesn't blow it off-course) in which anyone in America can swing by for free Doritos Locos Tacos between 2 and 6 p.m. local time.
Pagan kicked off the fulfillment end of the "Steal a Base, Steal a Taco" promotion with his swipe, stating that he "couldn't be happier my stolen base won free tacos for America.'Continue reading...