The Super Bowl is a great place to launch a new brand; the event’s huge viewership provides a platform for introducing a new product to a significant portion of people in the United States. Brands like Monster, CareerBuilder and Go Daddy used the Super Bowl effectively during their launch. One of this year’s new brands, and […]
Every once in a while an advertiser tries something new on the Super Bowl and fundamentally changes the marketing game. Apple’s Super Bowl spot “1984” falls into this group, as does the Doritos Crash the Super Bowl program. It is becoming clear that Chrysler’s 2011 spot featuring Eminem should join this group. Chrysler broke a […]
Super Bowl XLVII, marketing’s biggest event, is less than one month away. This year Kellogg Professor Derek Rucker and I will once again be leading the Kellogg School Super Bowl Advertising Review; we will assemble a panel of Kellogg students and evaluate all the advertisers, awarding grades of A, B, C, D and, on occasion, […]
General Motors announced last week that it will not buy any spots for the 2013 Super Bowl. This is a fairly surprising decision because this year General Motors made a huge investment in the Super Bowl; GM ran four spots, including three for Chevrolet and one for Cadillac. The company also spent an enormous amount […]
That was quite a Super Bowl! The Kellogg Super Bowl Advertising Review results are in. You can see my thoughts on the ads here: https://kelloggsuperbowlreview.wordpress.com/
Defensive Strategy, Super Bowl
Dannon will debut its first Super Bowl ad on Sunday, promoting its Oikos brand of Greek yogurt. The move seems a little debatable on the surface. Oikos is a small brand, with nothing close to the size or reach of big Super Bowl advertisers such as Budweiser, Toyota or Samsung. Other small food brands have […]
I posted my thoughts on the 2011 Super Bowl ads on the Kellogg Super Bowl Advertising Review blog. You can see the post here: https://kelloggsuperbowlreview.wordpress.com/
We are just days away from the biggest advertising event of the year, the Super Bowl. The advertising circus is already well underway, as brands try to get their message out ahead of the game. Still, the big event is the game itself. Going into the game there are several advertisers to focus on. Chevrolet: […]
Stuart Elliott, from The New York Times, wrote in an article earlier this week that the cost to produce one of the Doritos spots that ran on the Super Bowl was less than $200. $200. That is an astonishing figure. I spent many years at Kraft managing brands such as Miracle Whip and Taco Bell. […]