SBD/December 13, 2011/Marketing and Sponsorship

Dannon To Become First Yogurt Company To Advertise During Super Bowl

Dannon Company announced yesterday that it will advertise during Super Bowl XLVI, making it the first yogurt company to do so. Dannon's 30-second spot will air during the third quarter of the game. Details have not been released, but the company is planning a fully-integrated campaign (THE DAILY). Dannon Senior Dir of PR Michael Neuwirth said that the ad will be part of a "broader effort to get people to eat more yogurt." Neuwirth said that Dannon "completed its purchase of its Super Bowl ad time from NBC in late June." He added that WPP's Young & Rubicam will "create the Dannon spot, while Havas SA's MPG negotiated the media purchase." Ad buyers suggest that NBC has "only a handful of Super Bowl ad berths left" (ADAGE.com, 12/12).

BIG-TIME ADS: AD AGE's E.J. Schultz noted that Century 21 will be advertising during Super Bowl XLVI in a "big way, with a 30-second spot in the third quarter, plus 11 pre-game ads, and a sponsorship of a half-hour block of the pregame show on NBC." Century 21 went "back on air this year with its new 'Smarter, bolder, faster'" campaign that "focuses on its agents." The campaign is "expected to be the foundation for the Super Bowl work." The ads are being "handled by independent shop Red Tettemer & Partners of Philadelphia, the marketer's creative and digital shop." Century 21 CMO Beverly Thorne said, "We will reveal it before the game itself. But what I can tell you is, absolutely our creative is very focused heavily on the power, strength and knowledge of our agent, who is smarter, bolder, faster. So our agent will be front and center in our creative, no doubt about that" (ADAGE.com,12/9).
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