SBD/January 16, 2014/Marketing and Sponsorship

Butterfinger Stirs Social Media With Racy Super Bowl Teaser Promoting New Candy Bar

Butterfinger "has social media abuzz" after posting online "a super-suggestive Super Bowl teaser about a nervous couple, Mr. & Mrs. Buttercup, in the waiting room before a -- wink, wink -- 'Edible Couples Counseling' session," according to Bruce Horovitz of USA TODAY. This "therapy-seeking couple are personified versions of Peanut Butter and Chocolate -- looking for something to make their lives more, well, exotic." The couple in the ad "even read a copy of 'Exotic Snacking,' and oohs and aahs as they turn the pages." The ad is an "attempt to garner attention" for Butterfinger's new peanut butter cup candy bar (USA TODAY, 1/16).

LIGHT 'EM UP: Bud Light Brands VP Rob McCarthy said that during the Super Bowl there will be a "change in Bud Light ad themes, with 'Here we go,'" introduced during Super Bowl XLIV in '10, "to be replaced by 'The perfect beer for whatever happens.'" McCarthy said the concept is "an evolution of ‘Here we go,’ updated with more input and knowledge from millennials." He added the concept reflects millenials' "optimism" and how they are "open to whatever happens." This Super Bowl will be the third in a row and last for which A-B VP/Marketing Paul Chibe "will serve as the quarterback for Anheuser-Busch." The company "sent a memo to employees and wholesalers last week saying that he would step aside after leading marketing efforts" in the U.S. since June '11 (N.Y. TIMES, 1/16).

STREAM OF CONSCIOUSNESS: ABC's Bianna Golodryga said actress Scarlett Johansson is "generating a lot of buzz for her latest role" as spokesperson for SodaStream and star of its Super Bowl ad. Golodryga said the new ad is "still top-secret," but a brief clip featured Johansson wearing a bathrobe so "we know drinking soda is going to look pretty good" ("GMA," ABC, 1/15).
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