Ready to Play With the Big Kids?

A cup of Dannon Oikos yogurt: $2.00. David Beckham PJs: $29.95. Having your ad air during the Super Bowl: Priceless, or $3.5million. It’s all in the eyes of the beholder. This Sunday, February 5th, the 46th annual Super Bowl will take place in Indianapolis, IN with commercials that will showcase some new players in the field of big-ticket advertising.  Over 100 million people watched the big game last year, with even more viewers anticipated to watch this year.  The Super Bowl is notorious for its entertaining commercials which makes it a perfect place for up and coming companies to release their new marketing campaigns. These marketing campaigns turn a football game into an entertainment event for football fans and non-football fans alike.  There are certain big name companies that participate in the Super Bowl each year to retain their loyal customers and to intrigue potential new ones.  Companies like Coca-Cola, Lexus, Budweiser, Doritos, and M&M’s are just a few of the regulars in the Super Bowl advertisement world.  This year, however, some new names like H&M and Dannon are being tossed in the mix of million dollar commercial spots.

This year’s Super Bowl will premiere the very first ad by the Swedish fashion label, H&M.  The purpose of this commercial is to promote the David Beckham Bodywear collection which launched today, February 2.  What better way to promote this new H&M line than to display David Beckham, himself, during the second quarter with 100 million viewers watching!  H&M’s Director of Marketing saw this as an opportunity to expose their ad campaign to catch the viewers’ attention.  Beckham’s H&M collection is going to include long johns, vests, boxers, briefs, T-shirts, and yes—even PJs!

 “We’re always looking for new ways to surprise and delight our customers, and we see this as a unique opportunity to reach millions of fans and H&M customers.”

-Steve Lubomski, Director of Marketing for H&M North America.

The Dannon Company also released their first-ever Super Bowl commercial for their Dannon Oikos Greek yogurt. This is not only the first Super Bowl appearance for Dannon, but the first appearance for any yogurt company. The commercial titled “The Tease” will be shown during the third quarter of the Super Bowl and stars “yogurt loving” Greek actor John Stamos’ and actress Jessica Blackmore. The two are flirtatiously battling over a spoonful of delicious Dannon Oikos yogurt before John learns that Jessica is serious about her yogurt. The humorous, creative advertisement wants to share with millions of viewers the new delicious and nutritious great tasting Greek yogurt.

“We are committed to helping people lead a healthier lifestyle but not at the sacrifice of great taste. No matter who’s playing in the game on February 5, we are guaranteed to inform and entertain the broadest possible base of Americans about the delicious and nutritious yogurt we make.”

– Sergio Fuster Senior Vice President of Marketing, The Dannon Company.

These rookies are breaking out of their shell and risking millions of dollars for what could be seen as the best chance to promote their brand to a mass audience. The Super Bowl allows these companies to promote their new strategic marketing campaigns to millions of people at one time.  The potential rewards of increasing sales from new and existing audiences outweigh the monetary risk. We will be interested to see if investing in the Super Bowl will have a positive impact on their sales.

-Brian Burch, Brooke Keller, Kelsey Bendig, Andrea Blanton

5 thoughts on “Ready to Play With the Big Kids?

  1. It’s interesting that the Super Bowl is going to premiere an ad by H&M. It’s even more interesting that it’s going to be used to promote David Beckham’s collection. I’m just thinking this because of H&M’s previous computer-generated models. It seemed as though many people were offended by this, but hopefully premiering David Beckham’s line will be a good thing for H&M. Yes, he’s attractive and in great shape, but at least he is a real person.

  2. I think it is very smart for these two companies to promote their strategic marketing campaigns during the Superbowl. The companies are taking a huge risk and are spending a ton of money knowing that it could possibly fail in the end. However, like you said in the blog, the potential rewards outweigh the monetary risks, and I completely agree with that statement. If the ad is entertaining and interesting enough, it can gain the rewards it wants. I saw the ads and thought they were great, so I hope they have positive impacts on their sales.

  3. I work at a daycare and I was so surprised when I went in on Monday by one of my students who named off at least 5 different commercials that aired during the Superbowl! He told me he loved the one where John Stamos was head butted and couldn’t even finish talking about it without cracking up! It is interesting that the product is something that can be consumed by him as well. I was just amazed at how all these ads had reached a 1st grade boy and how he was able to remember them all! It just goes to show you that if you do a commercial right it can appeal to many ages!

  4. I hate to admit it, but I think it is true John Stamos really made that Dannon commercial. It was a cute commercial anyways obviously, since a lot of younger ones found it hilarious because of the big head butt. But I know for a lot of us who grew up in the 90’s, the first thing we thought was, “Hey it’s that rock star uncle from Full House! There’s something about seeing a celebrity we haven’t seen in a while that we always loved make a comeback in a commercial that makes the product so much more appealing. Especially when he was the hunk! It wouldn’t have caught so much attention if it was Danny for Dannon!

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