Nissan will "skip Super Bowl 50" after advertising in last year's game for the first time in 18 years, according to Lindsay Chappell of AUTOMOTIVE NEWS. Nissan Senior Manager of Marketing & Dealer Communications Jeannie Whited said that the automaker is "focusing this year on a different sports marketing strategy and wants to put more resources into that campaign." Chappell noted that new strategy involved Nissan becoming an official sponsor of 100 colleges and universities around the country, and "puts Nissan’s name, logo and products onto college sports events for the next four years." The college campaign "got off the ground late last year with the first 27 participating schools." Whited said that other colleges "will be added throughout this spring." Nissan used the CFP Championship game to "air a 90-second ad introducing the new Titan XD pickup" (AUTONEWS.com, 1/20). In Detroit, Brent Snavely notes Volkswagen yesterday also indicated that it "will skip the game this year," though its premium Audi brand "is planning to air an ad." The auto industry "will once again be among the dominant ad categories" for the Super Bowl. In addition to Audi, auto brands that "plan to air at least one ad" include Acura, Buick, Honda, Hyundai, Kia, Mini and Toyota. Only the food and beverage industry and film studios "have vied for more attention in recent years." Univ. of Detroit Mercy professor Mike Bernacchi argues that automakers with a "new product to launch almost can't afford to skip the Super Bowl" (DETROIT FREE PRESS, 1/21).
CONDIMENT SECTION: In Pittsburgh, Teresa Lindeman reported Kraft Heinz "will be airing a 30-second TV commercial for Heinz ketchup" during the game. The brand "seems to be trying to drum up interest in the marketing for its condiments without giving too much away too soon." Heinz ads have aired during past Super Bowls, most recently in '14, but the company said this time it is “bringing the whole family" (PITTSBURGH POST-GAZETTE, 1/20). AD AGE's Jessica Wohl wrote Kraft Heinz "appears eager to introduce people to products other than its famous ketchup" in the spot. Heinz, which "acquired Kraft last summer, sells a variety of ketchup including organic ketchup, ketchup blended with Sriracha flavor and ketchup blended with Balsamic vinegar" (ADAGE.com, 1/19).
MISTY MOUNTAIN HOP: ADWEEK's Tim Nudd noted Mountain Dew is "back in the game," as the PepsiCo brand will "use its first in-game Super Bowl spot" since '00 to push its Mtn Dew Kickstart. The ad will be created by BBDO, N.Y. While this year's spot will be Mountain Dew's first in-game ad in 16 years, the brand did run an "entertaining 90-second spot from BBDO on last year's Super Bowl pregame show"(ADWEEK.com, 1/19).
TEST RUN: AD AGE's Jeanine Poggi reported Google is "expanding beta testing on a new ad product timed to Super Bowl 50 that will allow marketers to serve ads in real-time in response to relevant TV moments." The ads will "live on YouTube as well as sites and apps on Google's display ad network." Wix.com, which has "purchased traditional commercial time on CBS during its broadcast of the Super Bowl, will be one of the first marketers to use the product, with plans to air a real-time ad during the Super Bowl on Feb. 7" (ADAGE.com, 1/20).
