Branding strategies are already beginning to take shape for Super Bowl LVII, which will take place on February 12 at State Farm Stadium in Glendale, Arizona.
As brands get ready for the year’s biggest night in advertising, there are already several surprises in this season’s game.
For the first time in ten years, Pepsi will not be hosting the halftime show at Super Bowl LVII, which will feature the hip-hop and pop performer Rihanna. Instead, Apple Music, which signed a multi-year $50 million contract with the NFL in September, will serve as the show’s host. Comparably, after 33 years, Anheuser-Busch InBev handed up its exclusive right to advertise alcohol during the big game, prompting rival Molson Coors to soon promise a comeback. New players like FanDuel are also expected as sports betting becomes more popular. Here are some of the popular brands that are expected to make their presence at the biggest gaming night:
Rakuten
For the second year in a row, the online savings platform Rakuten will attend the Super Bowl. According to a corporate spokeswoman, given the current state of the economy and the uncertainties surrounding it, the brand anticipates using nostalgia to promote saves. The company’s in-house creative team created the campaign, which will position Rakuten as a shopping destination ready to provide the finest discounts for customers.
Pringles
For the sixth year in a row, Pringles is participating in the event. While Kellogg Co. did not provide any specifics regarding the spot, it did state that it may be related to the “Stuck In” commercial from the previous year, which featured a man whose hand became entangled in a Pringles can. Grey Group is once again in charge of the spot.
Kia
The popular Vehicle Manufacturer Kia, for the second year in a row, will appear in the Super Bowl with an advertisement made by David & Goliath, the agency of record. Including BMW, Nissan, and General Motors in the wave of automakers, displaying their push into electric vehicles last year was, Kia. The company is the first in the industry to confirm a 2023 Super Bowl Ad.
M&M’s
The third commercial break of the second half of Super Bowl LVII will feature a 30-second commercial from M&M’s. As part of an immersive campaign planned for the month leading up to the big game, the advertisement was created with the help of the agency BBDO New York.
PopCorners
The Frito-Lay brand PopCorners will debut its Super Bowl advertising campaign. The iconic drama series “Breaking Bad,” which was first teased on Instagram, would be an inspiration for the popped-corn snack company, which notes that the 10-year anniversary of the show’s final season’s airing falls in 2023.
Downy
For its Unstoppable Laundry Scent Booster, Downy Procter & Gamble will air its first-ever Super Bowl commercial in February. The star of the commercial, who will remain anonymous, is dubious about Unstoppable’s ability to keep his clothing smelling fresh for days. The first activation of a two-month-long campaign for the brand already saw the publication of the first teaser spot made by Saatchi & Saatchi.
Hellmann’s
A 30-second commercial for Hellmann’s Mayonnaise will air during the third quarter of the Super Bowl for the third year in a row. The advertisement will be produced in partnership with Wunderman Thompson and will promote the reduction of food waste by urging viewers to “Make Taste, Not Waste.”
During a turbulent time, pro football fan loyalty has shown signs of strength; a thrilling championship game may strengthen it even more. With 36 million households tuning in, Super Bowl LVI’s viewership jumped 12% from the year before. The big game’s buildup coincides with shifting sponsorships and a challenging economic climate. Prior to its start on February 12, more brand announcements are expected to have a chance at the spotlight in the big event.
