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Barely a year old, PepsiCo’s Starry lemon-lime soda is struggling to take market share from heavyweights like 7-Up and Sprite, and millions of U.S. consumers will soon be watching the first Super Bowl. You will see advertisements.
Super Bowl advertising comes with massive reach and a price to match.Last year’s game average 115 million viewers, According to Nielsen, this year’s 30-second spot will cost Over $7 millionup from $6.5 million in 2022.
But for Starry and other Super Bowl advertisers looking to create national buzz for their new products, including Popeyes, Kawasaki and NYX Professional Makeup, the price tag is worth it.
“In today’s media environment, there are very few events that can be watched by 100 million people and change minds overnight,” said Sami Siddiqui, president of Popeyes.
Popeyes is using its Super Bowl spot to introduce five new chicken wing flavors. Kawasaki has announced new products, but hasn’t disclosed them to Business Insider. And the NYX Professional Makeup ad introduces a new lip gloss called Duck Plump Extreme Plumping Gloss.
First-time advertisers are also looking beyond TV.
But to justify the high cost of Super Bowl advertising, marketers are investing heavily to keep the conversation going on other channels.
Michael Smith, Starly’s head of brand marketing, said Starly plans to use hundreds of versions of digital creative on the brand’s TikTok account to expand the reach of the Super Bowl spot.
“Those 30 seconds represent a grounding moment for larger storytelling,” he said.
In addition to its first Super Bowl ad, Kawasaki is conducting a national tour where consumers can experience unreleased products, said Bob O’Brien, director of marketing for Kawasaki Motors USA.
“The Super Bowl allows Kawasaki to enter millions of homes and create instant awareness of our brand and this exciting new product,” O’Brien said.
Popeyes, which hopes to drive people to its restaurants with Super Bowl-themed promotions, also wants to expand its campaign beyond the Super Bowl. The restaurant chain plans to run ads during other live sporting events, such as the National Collegiate Athletic Association’s March Madness tournament, to reach sports fans.
“We’re seeing a lot of advertisers spending a lot of money on live sports and other live events because that’s probably the best way to reach their audience,” Popeye’s Siddiqui said. he said.
Mark Gross, co-founder and chief creative officer of advertising agency HiDive, said that while not all brands like to extend their campaigns after the Super Bowl, it’s important to get the most value out of expensive ads. said he thinks that’s the key. Highdive is working on BetMGM’s first Super Bowl ad this year.
“We’ve found that when brands continue to run some of their content after the game, their ROI is even better,” he said.
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