What is the value of a Super Bowl ad for an emerging challenger brand?
Each February, the Super Bowl provides a lucrative opportunity for advertisers to connect with an engaged, nationwide audience. Expensive ad spots and creative resources are often reserved for renowned global brands, but for emerging challenger brands, the big game offers a chance to break into the national spotlight.
In 2019, PepsiCo took somewhat of an unconventional approach to their Super Bowl LIII strategy, choosing to feature bubly – their emerging, lesser-known seltzer brand – in one of their ad spots. With a unique, charming creative featuring Michael Bublé and supplemental branded sponsorships, PepsiCo and bubly seized this chance, maximizing ROI and driving significant lifts in key branding metrics and market share.