SBD/January 21, 2014/Marketing and Sponsorship

It's All Greek To Me: Chobani Unveils Details For Super Bowl Ad Debut

Chobani's ad uses a brown bear as a proxy for human shoppers

Chobani Founder & CEO Hamdi Ulukaya said the Greek yogurt brand's debut Super Bowl ad will depict how "you can go to a supermarket and go through the aisles and you cannot find a decent something to eat," according to Stuart Elliott of the N.Y. TIMES. Chobani will air a 60-second spot via Droga5, N.Y., that is "scheduled for the third quarter." The spot, which features the tagline "How matters," shows how a "fierce brown bear ransacks a grocery story as a proxy for human shoppers."  The ad also is the first Super Bowl work for Droga5. The commercial is the "start of a multimedia campaign" that will continue after the Super Bowl with ads "during the Winter Olympics and the Academy Awards" (N.Y. TIMES, 1/21).

THANKS FOR THE MEMORIES: USA TODAY's Bruce Horovitz reports many Super Bowl advertisers are "tapping into nostalgia with commercials and teasers that feature celebrities from the past, images of yesteryear and music that transports folks to another era." Dannon's effort in support of its Oikos Greek yogurt follows up its '12 Super Bowl ad featuring John Stamos by reuniting a "good chunk of the cast" from Stamos' hit sitcom "Full House." Bob Saget and Dave Coulier are among those joining Stamos. Meanwhile, the Muppets will appear in a 60-second ad for Toyota in which actor Terry Crews "picks them up in his Toyota Highlander after their bus breaks down." Volkswagen today is debuting a teaser spot with Carmen Electra "washing a WV Passat in a funny ad also loaded with elements of famous Super Bowl ads of the past" (USA TODAY, 1/21).

DEW POINT: AD AGE's E.J. Schultz reports PepsiCo's Mtn Dew brand is launching two new flavors of its Kickstart beverage "aimed at nighttime consumption" -- "Energizing" Black Cherry and Limeade -- that will be supported by a "significant marketing investment." Mtn Dew VP/Marketing Greg Lyons said that the effort includes ads "that will debut during the Super Bowl pregame show." PepsiCo also plans to "double its media investment on Diet Mtn Dew, which will launch a new campaign" during the pregame show. It will carry the tagline, "It's the Only Diet with Dew In It" (ADAGE.com, 1/21).

GETTING TECHNICAL: INVESTOR'S BUSINESS DAILY's Pete Barlas noted tech companies are "taking a pass on this year's Super Bowl," as Best Buy, BlackBerry, Cars.com and E-Trade all have "opted out after running ads last year." GoDaddy and Intuit are the "only tech companies" currently set to have a presence during the broadcast. Best Buy spokesperson Jon Sandler said that the company is "bowing out after sponsoring the game the last three years" in order to be "more flexible with its ad dollars." E-Trade Senior VP/Branding & Acquisition Rich Muhlstock said that sports programming "remains an important pillar for the company." But he added, "We are broadening our mix to include other lifestyle environments that are also important to our audience" (INVESTORS.com, 1/17).

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