Olay Speaks To Women In Return To Super Bowl Ad Lineup
P&G skin care brand Olay is "coming back to the Super Bowl, this time with a spot that aims specifically to speak to the women watching the big game," according to Megan Graham of CNBC.com. Olay said that it seeks to "reach the NFL’s wide base of female fans with the new spot, which will feature an all-female cast." In '17, the NFL said that 45% of its fans were women, and they "comprise a huge chunk of Super Bowl viewership." But Super Bowl ads have "traditionally catered to and starred men." Olay worked with Badger & Winters, N.Y., on the spot (CNBC.com, 1/7). AD AGE's Jack Neff notes the 45-second spot will "run during the fourth quarter of the Fox broadcast on Feb. 2, marking the second straight year for the beauty brand in the game." Last year’s ad from Olay’s primary agency-of-record, Saatchi & Saatchi, London, "was its first" (ADAGE.com, 1/7).
STREAM OF CONSCIOUSNESS: AD AGE's Jeanine Poggi reports SodaStream is "returning to the Super Bowl" for the first time since '14. PepsiCo, whose Pepsi brand sponsors the Super Bowl halftime show, acquired SodaStream in '18. This year, SodaStream will use its 30-second spot, which will run immediately prior to the halftime show, to "promote its ability to help the environment by cutting out single-use plastic." PepsiCo has "not unveiled any other Super Bowl plans" (ADAGE.com, 1/7).
FOCUSING ELSEWHERE: AD AGE noted Skittles once again is "not doing a Super Bowl ad." A Mars Wrigley spokesperson in an email wrote the company would be "focusing on other priorities for the brand outside of the Super Bowl, including new products and launches" in '20 and beyond (ADAGE.com, 1/6).