The upcoming Super Bowl is more than just a football game; it's a major advertising event, with brands employing humor, celebrities, and stunts to capture the attention of over 120 million viewers. Veteran brands utilize familiar tactics, while newcomers take bold risks to stand out. With record prices for ad spots, brands like Haagen-Dazs aim to make an impactful first appearance, reflecting on how the Super Bowl serves as a collective experience for consumers while also driving significant brand engagement and awareness.
advertisers say. Rachel Jaiven, head of Haagen-Dazs marketing, said the brand decided to make its first-ever appearance in the game due to the size of the viewership and its association with snacking. We know at the Super Bowl these days that everyone watches, it's a wide audience, Jaiven said.
This is a societal moment where we come together as a country, said Kimberly Whitler, marketing professor at the University of Virginia's Darden School of Business.
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