SBD/January 18, 2013/Marketing and Sponsorship

Just A Tease: P&G, Kraft Resist Urge To Release Full Super Bowl Ads Early

Kraft will release a teaser of its MiO Fit ad starring Tracy Morgan before the game
Several marketers, including Kraft Foods and Procter & Gamble, are "deciding they will share part -- but not all -- of their Super Bowl commercials before the spots are broadcast by CBS on Feb. 3," according to Stuart Elliott of the N.Y. TIMES. Their decisions stand in "contrast to what brands like Acura and Volkswagen did in the last two Super Bowls: offer consumers opportunities, days or weeks before the games, to watch online the entire spots or longer versions." The increasing "willingness of consumers to share information about Super Bowl ads on social media like Facebook, Twitter and YouTube has been encouraging sponsors to provide sneak peeks of the commercials." That "departed from what Super Bowl sponsors had done for decades: stay mum." Some execs indicated that they "see disadvantages to previewing Super Bowl spots in full because doing so could diminish ... the shock and awe." P&G Associate Marketing Dir Chris Lillich said, "We think doing the 'big reveal' in the game is going to do the best for us." He said that P&G is "scheduling a 'significant' teaser campaign" to begin next week for its 30-second ad for Tide. Elliott notes Kraft is running an ad for MiO Fit, and it will "run a teaser campaign for its spot but resist the full Monty until the game." Kraft VP/Refreshment Beverages Doug Weekes said that the "concern is that previews would make the MiO Fit commercial 'just a little bit less special.'" Other marketers said that they "considered the surprise-and-delight approach before determining the revelatory route would be more rewarding." Five teasers for Mercedes-Benz' ad that will highlight the '14 CLA small coupe will begin airing Sunday with the "Rolling Stones song to be heard in the Super Bowl spot, 'Sympathy for the Devil.'" Ten days later, a "preview of the Super Bowl spot, in the form of a 90-second version, is to appear on Facebook and YouTube." On Jan. 28, Taco Bell "plans a preview of its one-minute spot" (N.Y. TIMES, 1/18).

EYE ON THE BIGGER PICTURE: AD AGE's Brian Steinberg wrote if CBS "has its way, TV fans who tune into the broadcast outlet to hear about all things Super Bowl will also start to consider some of the company's less popular properties." CBS "intends to hitch the wagon of several programs and assets to the grand event that is its Feb. 3 broadcast of Super Bowl XLVII." Not only will the company "tie its CBS News and daytime shows to the Super Bowl, but it will also use the gridiron classic to draw attention to its CBS Sports Network cable outlet and a new sports-radio network." Broadening "exposure of 'The Talk' and 'CBS This Morning,' among others, could help the network grow the audience for such programs, and, over the long run, charge higher advertising prices" (ADAGE.com, 1/17).
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