SBD/October 5, 2012/Marketing and Sponsorship

Mercedes, Coca-Cola, Best Buy, Oreo Announce Plans For Super Bowl Ads

Super Bowl XLVII will be broadcast by CBS from the Mercedes-Benz Superdome
Mercedes-Benz confirmed that it "will return" to the list of Super Bowl advertisers this year after it “dropped the event from its marketing plans" last season, according to Brian Steinberg of AD AGE. Super Bowl XLVII is set to be broadcast by CBS on Feb. 3 from the Mercedes-Benz Superdome, and Mercedes Manager of Corporate Communications Donna Boland said, "It's a big product year for us next year and the game will be played in the Mercedes-Benz Superdome, so all the planets are in alignment." Coca-Cola and Best Buy execs also confirmed that they are “returning to the game.” Steinberg reports Coca-Cola has purchased “three 30-second spots.” The three advertisers “join Anheuser-Busch InBev, PepsiCo.'s Pepsi and Frito-Lay divisions, Audi of America, Hyundai/Kia, Cars.com and GoDaddy.com as advertisers who have confirmed their presence in next year's gridiron contest” (ADAGE.com, 10/4).

COOKIE BREAK: AD AGE’s E.J. Schultz reported Oreo is “poised to end the big bash” for its 100th birthday “with a Super Bowl ad.” Kraft Foods North America Corporate & Government Affairs Regional Dir Laurie Guzzinati “declined to provide details, such as the time slot, length of the ad, or which ad agency would handle the spot.” The brand's current agency “is Interpublic's DraftFCB.” The last time Kraft was in the Super Bowl “was in 2008, with a Planters spot” (ADAGE.com, 10/4). Oreo sponsors Broncos QB Peyton Manning and Giants QB Eli Manning, among other sports figures (THE DAILY).
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