Last year, an impressive 200 million viewers tuned into Super Bowl LVII, highlighting the massive audience reach that this event offers. This huge viewership is a key reason why advertisers have rapidly filled all available ad slots for the game, with inventory selling out weeks in advance.
Lately, the trend among advertisers has been to unveil their Super Bowl food ads well before game day. This approach of early releases and teasers is designed to amplify a brand’s visibility, creating additional excitement and discussion around their products.
The production and broadcasting of Super Bowl commercials are a costly affair. With CBS setting the price for a 30-second advertisement during Super Bowl LVIII at over $7 million, brands are increasingly seeking ways to maximize the value of their investment, extending their reach beyond the moment the Vince Lombardi Trophy is awarded.
Most of these early releases consist of teaser content, which lays the groundwork for the storyline or offers hints about the celebrities featured in the full prime-time ads. However, audiences will need to wait until game day to see the complete versions of these ads. Here’s a preview of what to expect from the upcoming 2024 Super Bowl food ads.
1. Anheuser-Busch’s Triple Play
Anheuser-Busch is bringing its A-game with 2.5 minutes of airtime for its flagship brands: Budweiser, Bud Light and Michelob ULTRA.
2. Coors Light’s Iconic Return
Coors Light reintroduces its iconic Coors Train, a symbol of the brand’s commitment to both emotional and physical refreshment.
3. DoorDash’s New Brand Platform
DoorDash returns with its “Your Door To More” campaign, in collaboration with Wieden+Kennedy Portland, marking another step in its evolving brand journey.
4. Doritos’ Spicy Comeback: Doritos Dinamita
Frito-Lay’s Doritos will be promoting its new Doritos Dinamita line. The teaser features actor Jenna Ortega in a humorous situation, highlighting the brand’s commitment to delivering unique and spicy flavors.
5. Drumstick’s Comedic Entry
Drumstick debuts with a 30-second ad starring comedian Eric Andre, part of its “Another Day, Another Drumstick” campaign.
6. Frito-Lay’s “Taste of Super Bowl”
Frito-Lay’s campaign features Super Bowl champions like Rob Gronkowski and Marshawn Lynch in a celebration of the game-watching experience.
7. Mars’ M&M’S: NFL Legends and Chocolate
M&M’S, a Mars brand, is returning with NFL Hall of Fame legends, cementing the brand’s cultural relevance and its exciting partnership with the NFL.
8. Mountain Dew BAJA BLAST’s 20th Anniversary
Celebrating its 20th anniversary, Mountain Dew BAJA BLAST introduces new packaging and a special 2024 Super Bowl spot, reflecting its fan-favorite status and its partnership with Taco Bell.
9. Nerds’ Sweet Debut
Ferrara Candy’s Nerds are set for a 30-second spot, showcasing the candy-shaped Nerds characters alongside singer and dancer Addison Rae.
10. OREO’s Big Game Comeback
After over a decade, OREO returns with a 30-second spot in the second quarter, celebrating its status as an American icon and teasing exciting developments for the year.
11. PepsiCo’s Starry: A Fresh Face
Starry, from PepsiCo, makes its Super Bowl commercial debut, starring Grammy-nominated rapper Ice Spice and introducing its unique characters, Lem and Lime.
12. Popeyes’ Super Bowl Debut
Popeyes introduces its first-ever Super Bowl spot with comedian Ken Jeong and an innovative “Wings for Wings” promotion for fans.
13. Pringles: Star-Studded Crunch
For its seventh consecutive year, Pringles is back with a 30-second spot featuring Chris Pratt. This ad, in collaboration with Grey Group, is set to add another memorable moment to Pringles’ Super Bowl history.
14. Reese’s Sweet Surprise
After a four-year hiatus, Reese’s returns with a 30-second spot that highlights changes to its iconic peanut butter and chocolate candy.
15. Unilever’s Hellmann’s Mayonnaise: Tackling Food Waste
Hellmann’s is returning for its fourth consecutive year, starring Kate McKinnon in a 30-second TV commercial. The brand continues its mission against food waste, a relevant issue post-game day.
Each of these Super Bowl food ads promises to add flavor and fun to the already electrifying atmosphere of Super Bowl LVIII. As we count down to the big day, these commercials not only showcase the creativity and marketing genius of the food industry but also offer a glimpse into the evolving tastes and preferences of consumers.
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