The Super Bowl’s Allure for First-Time Advertisers

Starry’s Debut: A Bold Move in a Competitive Market

With the Super Bowl just around the corner, all eyes are on the brands that will grace the coveted advertising slots during the game. This year, one newcomer stands out: Starry, a lemon-lime soda from PepsiCo that’s making its grand debut on the Super Bowl stage. This audacious move reflects Starry’s determination to capture market share from established rivals like 7-Up and Sprite. The Super Bowl presents a unique opportunity for Starry to reach a massive audience and create instant awareness, propelling the brand into the spotlight.

The Super Bowl: A Coveted Platform with a Hefty Price Tag

The Super Bowl commands an enormous viewership, with last year’s game attracting an average of 115 million viewers. This immense reach comes at a substantial cost, with a 30-second ad spot fetching a whopping $7 million, a significant increase from the $6.5 million price tag in 2022. Despite the hefty price, first-time Super Bowl advertisers like Popeye’s, Kawasaki, and NYX Professional Makeup recognize the immense value of this platform. These brands aim to leverage the Super Bowl’s massive audience to introduce new products, generate awareness, and spark national conversations about their offerings.

First-Time Advertisers Seek National Recognition

For brands like Popeye’s, Kawasaki, and NYX Professional Makeup, the Super Bowl represents a golden opportunity to introduce themselves to a vast national audience and make a lasting impression.

Popeye’s: Introducing New Chicken Wing Flavors

Popeye’s, the popular fried chicken chain, will seize the Super Bowl opportunity to unveil five new chicken wing flavors. The brand hopes to entice viewers with its tantalizing offerings and drive them to its restaurants.

Kawasaki: Unveiling a Mysterious New Product

Kawasaki, a renowned motorcycle manufacturer, will capitalize on the Super Bowl to unveil a new product, the details of which remain shrouded in secrecy. The brand aims to create intrigue and anticipation among viewers, leaving them eager to learn more about the upcoming release.

NYX Professional Makeup: Showcasing a Plumping Lip Gloss

NYX Professional Makeup, a leader in the cosmetics industry, will showcase its latest lip gloss, Duck Plump Extreme Plumping Gloss, during the Super Bowl. The brand seeks to capture the attention of beauty enthusiasts and drive sales by highlighting the product’s volumizing and hydrating properties.

Extending the Conversation Beyond the Super Bowl

Savvy marketers recognize that the Super Bowl is just the beginning of a broader marketing campaign. To maximize their investment, brands employ a multi-channel strategy to sustain the conversation beyond the game’s final whistle.

Starry: Leveraging Digital Platforms for Extended Reach

Starry plans to amplify the impact of its Super Bowl ad by creating hundreds of tailored digital ads that will live on its TikTok account. This strategy aims to extend the reach of the campaign and engage viewers on a more personalized level, driving them to the brand’s website and social media channels.

Kawasaki: Engaging Consumers through a Nationwide Tour

Kawasaki will complement its Super Bowl ad with a nationwide tour, providing consumers with an immersive experience of its yet-to-be-revealed product. This experiential approach aims to create a lasting impression and generate buzz, allowing consumers to interact with the product and learn more about its features and benefits.

Popeye’s: Driving Foot Traffic with Super Bowl-Themed Promos

Popeye’s intends to capitalize on the Super Bowl’s massive audience to drive traffic to its restaurants. The brand plans to offer Super Bowl-themed promotions and advertise during other live sports events to maintain momentum and keep the brand top-of-mind for consumers.

The Importance of Post-Super Bowl Campaign Extensions

Mark Gross, the cofounder and chief creative officer at ad agency Highdive, emphasizes the importance of extending Super Bowl campaigns beyond the game itself. This approach, he argues, maximizes the value of these pricey ads and enhances ROI. By creating a cohesive and integrated marketing strategy that spans multiple channels, brands can ensure that their Super Bowl investment continues to pay dividends long after the game is over.

Conclusion: The Super Bowl’s Enduring Significance

The Super Bowl remains a coveted platform for advertisers, especially those introducing new products or seeking to make a splash in the market. While the price tag is steep, the potential rewards are substantial. By extending campaigns beyond the game and employing a multi-channel approach, brands can amplify the impact of their Super Bowl ads and achieve lasting success.