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SBD/November 4, 2013/Marketing and Sponsorship
SodaStream To Return To Super Bowl With "Edgy" Ad Taking On Coca-Cola, Pepsi
Published November 4, 2013
IN OR OUT? Schultz writes running a Super Bowl spot "just might be the most expensive and high-risk decision in all of advertising." For every "success story," there is a "high-profile flop like Groupon's much-criticized ad" in '11 "making light of the plight of Tibet." Meanwhile, the '14 Sochi Games present "a variable that's been absent" since '10. The Olympics "begin just five days after the Super Bowl, giving marketers another marquee event for their winter ad dollars." Century 21 is "among those choosing to invest in the weeks-long spectacle over the one big night." But for many brands, "nothing compares to the domestic reach of the Super Bowl." The event has "proved to be a great venue for smaller brands." Birnbaum said that SodaStream "credits its 2013 ad with helping grow distribution to about 16,000 stores from roughly 10,000." Wonderful Pistachios also is returning in '14 "after making its Super Bowl debut" in '13. Paramount Farms VP/Marketing Marc Segiun said that because the company's Wonderful Pistachios brand "ran limited TV ads in the winter period, it was able to directly link an 18% sales gain to the in-game ad." Subway CMO Tony Pace said that the company "is planning a big Olympic presence" instead of placement during the Super Bowl. Pace said, "You can make an argument that the total cumulative audience across the Winter Olympics is actually bigger than what you are going to get in the Super Bowl" (AD AGE, 11/4 issue).