SBD/January 28, 2011/Marketing and Sponsorship

Roseanne Barr, Richard Lewis Have Big Shoes To Fill In Snickers' SB Ad

Roseanne Barr replacing Betty White as star of Snickers' Super Bowl spot
Snickers' Super Bowl XLV ad will feature comedians Roseanne Barr and Richard Lewis "in a commercial called 'Logging' that will air during the third quarter," according to Eleftheria Parpis of ADWEEK. Details on the setting "have not yet been revealed," but it "will be tough to beat last year's performance." The Super Bowl XLIV ad that featured Betty White and Abe Vigoda “topped the USA Today Ad Meter.” This year's campaign will also include a “series of print and digital ads that will feature Lewis and Barr.” Snickers officials said Lewis will star in a “bonus interactive experience” on YouTube that will launch with the TV ad (ADWEEK.com, 1/27). AD AGE's E.J. Schultz reported Mars "was believed to have wrestled with the decision on which of its two flagship brands to push, Snickers or M&Ms." Mars Chocolate North America Chief Consumer Officer Debra Sandler said one reason Snickers was chosen was because the brand "does quite a bit with sports throughout the rest of the year." The ad comes via BBDO, N.Y. (ADAGE.com, 1/27).

NO GRAND SLAM DEAL THIS YEAR: AD AGE's Rupal Parekh noted Denny’s is one of the “more noticeable absences” from the Super Bowl broadcast. The restaurant chain “dropped out this year, despite two consecutive Super Bowl appearances in 2009 and 2010 during which it promoted free breakfast giveaways it claimed at the time were a great success.” The “decision to pass came” from Denny’s CMO Frances Allen. Allen said, “I don't think we sat down one day and said, ‘You know what, we're not gonna do Super Bowl.’” She added, “We have done Super Bowl for the last two years and it has accomplished the objective of reintroducing the Denny's brand to America and giving back to our guests. The Super Bowl is a big splash and a way of getting noticed, but we've really found that our guests want consistent appreciation over time. We are giving back to them every day; we didn't feel the need to do the one-hit wonder for the Super Bowl in 2011.” More Allen: “It is a very expensive exercise and I don't believe it's necessary for us to continue to put all our eggs in one basket” (ADAGE.com, 1/26).

GETTING A LITTLE NUTTY: In N.Y., Stuart Elliott reports Planters will have an ad during Fox' pregame show that is "part of a new campaign giving the venerable Planters brand spokescharacter, Mr. Peanut, a new look." The ad "introduces a character named Alejandro, an almond who behaves like a cross between Antonio Banderas in the movie 'The Mask of Zorro' and Johnny Depp in the movie 'Don Juan DeMarco.'" The commercial promotes Planters' "line of flavored almonds," and features the new-look Mr. Peanut and his "new sidekick, Benson." The spot was created by Being, N.Y. (NYTIMES.com, 1/28).

NOW A WORD FROM OUR SPONSORS: MEDIAWEEK’s Steve McClellan noted a Lightspeed Research report based on a survey of 2,000 online respondents earlier this month found that during the Super Bowl, “nearly as many viewers will be watching for the ads, the halftime show or ‘just for the fun of it.’" Fifteen percent indicated that they would “tune in primarily for the ads.” Lightspeed also found that 30% of respondents “will watch because it will let them participate in a social activity with family or friends” (MEDIAWEEK.com, 1/26).
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