SB Advertisers Could Take More Measured Approach Raiders File Paperwork To Move To Vegas Kraft Profile Examines Goodell Relationship Yonex Begins Fines For Smashing Racquets NFL Seems More Comfortable With Vegas CSN Mid-Atlantic, Ravens Not Renewing Deal Nike Shifts Approach To Sponsorship As NBA Evolves Johnson's Ambassadorship Leaves Jets In Flux NFL Changes Date Of Goodell Press Conference Mickelson Debuts Personal Logo On Apparel
SBD/September 4, 2013/Marketing and Sponsorship
Dannon Rejoins Super Bowl Ad Roster, Looking To Take Advantage Of Early Buzz
Published September 4, 2013
ALL GREEK TO ME: AD AGE's E.J. Schultz noted Dannon made its Super Bowl debut in '12 with its Oikos Greek spot featuring actor John Stamos, but the company "sat out last year's game because it wanted time to evaluate the long-term viability of its Oikos Greek brand." Dannon's '12 Super Bowl spot "made history as the first yogurt brand ever advertised during the game." The marketer used crowd-sourcing agency Poptent for its '12 Super Bowl ad with assistance from WPP's Y&R. Neuwirth said that Dannon is "still evaluating strategies and creative options" for '14. Neuwirth added, "Stamos could play a returning role, that is to be determined" (ADAGE.com, 9/3).
DRIVEN A FORD LATELY? FORBES.com's Dale Buss wrote "traditional logic about the Super Bowl would argue" that next year's game would be "the ideal occasion for Ford to end its long Super Bowl time-out and get back in the game" after seven years of not advertising during the event. Ford next year is "expected to introduce an update of its F-150 pickup truck ... as well as a new version of the classic Mustang." But Ford placing an ad "still might not happen," as Ford CMO Jim Farley's "avoidance of the Super Bowl has been related to more than just concerns about return on investment, and even more than the schedule of Ford product launches." He and his colleagues have been "trying to recast Ford as a transforming brand and company that no longer fit their traditional mold, and Super Bowl ads in part would only reinforce a legacy definition of Ford and reiterate a message that doesn’t really move the brand forward" (FORBES.com, 9/3).