Super Bowl

Carnival Corporation and Brand Portfolio Strategy

13 Jan , 2015  

Carnival will be advertising on the 2015 Super Bowl. The move makes sense; Carnival Corporation is by far the world’s largest cruise company and wants to get people in the U.S. excited about taking a trip. This a good time for such a message; the economy is getting better and people have money to spend. […]

Super Bowl

GoDaddy, Great Brands and Risk

4 Dec , 2014  

GoDaddy announced last week that it will be advertising on the Super Bowl again in 2015. The announcement was not a surprise; GoDaddy has used the Super Bowl effectively to build its brand over the past decade. This will be its 11th appearance. GoDaddy also announced that its Super Bowl ad will feature a cute […]

Super Bowl

Kicking off the Super Bowl Advertising Season

3 Dec , 2014  

The Super Bowl is just over two months away. Once again, Derek Rucker and I will be leading the Kellogg Super Bowl Advertising Review. I’ll be posting about Super Bowl ads in the weeks leading up to the game. Last year Derek and I had a dedicated blog for the event. This year, I’ll post our thoughts here. […]

Super Bowl

Super Bowl Results: 2014

3 Feb , 2014   Video

The 2014 Super Bowl was a marketing extravaganza. Never has the world seen such massive hype and discussion about advertising; during the two weeks leading up to the game, companies released dozens of teaser spots and social media campaigns. Advertisers clearly invested heavily in this year’s game; it was a remarkable mix of celebrities, famous […]

Super Bowl

Four Super Bowl Ads That Touched the Heart

30 Jan , 2014  

In just a few days, advertisers will spend millions of dollars running Super Bowl commercials. If history is any guide, most of these spots will feature funny jokes and impressive special effects. Few of these ads, however, will make an emotional appeal. They will try to amuse and dazzle more than touch the heart. This […]

Super Bowl

Soda Stream’s PR Win

28 Jan , 2014  

Marketers advertising on the Super Bowl face two challenges. The main issue is breaking through the clutter during the game. The other challenge is getting PR attention in the days leading up to the event. The PR battle isn’t easy. There are only so many news outlets and business writers. A newspaper has only one […]

Super Bowl

The Hype Begins

20 Jan , 2014  

Tomorrow the build-up to the 2014 Super Bowl begins in earnest. It used to be that Super Bowl advertising was just that: Super Bowl advertising. Companies would buy some time, develop a spot and hope it generated some discussion and buzz the following day. The more sophisticated advertisers would add a bit of print into […]

Super Bowl

Soda Stream’s Super Bowl Challenge

13 Jan , 2014  

Last year Soda Stream ran its first Super Bowl ad ever. The spot was mediocre; the Kellogg Super Bowl Advertising Review panel gave it a C. Here it is:   Soda Stream was smart to advertise on the Super Bowl. The brand was growing quickly and needed to accelerate adoption. A Super Bowl ad is […]

Super Bowl

Heinz Steps Up

9 Jan , 2014  

Yesterday Heinz announced that it would be running an ad on the 2014 Super Bowl. This is a big surprise; Heinz hasn’t advertised on the Super Bowl in more than a decade. The brand isn’t an obvious candidate. It is a mature, stable business with little competition. In addition, this is off-season. People aren’t buying […]

Super Bowl

Super Bowl 2014: 53 Days Away

11 Dec , 2013  

The 2014 Super Bowl is less than two months away. This is the time when marketers all around the world are putting finishing touches on their Super Bowl marketing campaigns. Some are shooting commercials this week; others are meeting with senior management to secure approvals and almost are plotting social media strategy. The stakes are […]

Super Bowl

Kellogg Super Bowl Advertising Review: 2013 Results

4 Feb , 2013  

It is clear that advertisers know everyone is watching the Super Bowl. Super Bowl XLVII featured ads that were broadly appealing, safe, and focused on delivering a brand message. The tradeoff, of course, is that it is hard to be distinctive and safe at the same time. This year we saw a lot of ads […]

Super Bowl

Six Brands to Watch on the Super Bowl

1 Feb , 2013  

There is a lot to see on Sunday’s Super Bowl: more than 50 commercials, each one costing well over $3 million and a big half time show featuring Beyonce. Oh yes, and there will be a football game. With all this advertising excitement it is easy to forget that part. Every commercial provides an interesting […]