Morning Brew - ☕ Got a pocketful of fun facts

The Super Bowl’s defining (ad) moments throughout history.
January 16, 2023

Marketing Brew

Sprout Social

It’s Monday. And it’s Martin Luther King Jr. Day, the day when we honor the legacy of a man who once famously called advertisers “gentlemen of massive verbal persuasion” in a 1968 sermon at Ebenezer Baptist Church.

In today’s edition:

—Ryan Barwick, Erin Cabrey

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Super Bowl trivia

a series of images from Super Bowl ads from the following brands: Getty Images, Snickers, Goodyear, Apple, Nationwide Illustration: Dianna “Mick” McDougall, Photos: Getty Images, Snickers, Goodyear, Apple, Nationwide

It’s only fitting that advertising’s biggest night coincides with America’s largest intake of heartburn medication. Probably.

Of course, we’re talking about the Super Bowl.

While every other marketing trade pub is putting together ad trackers and breathlessly investigating every teaser, we figured we’d have a little fun and put together a compilation of notable moments, trivia, and facts about the game.

Impress your boss, impress your colleagues, impress your friends, and remember that if Nick Foles can be Super Bowl MVP, so can you.

When did advertising in the Super Bowl become a thing? There wasn’t really one specific turning point, but in 1973, Joe Namath and Farrah Fawcett’s titillating “Cream Your Face” spot for Noxzema helped establish the game “as an event for advertisers,” according to Smithsonian Magazine. A few other ads that ran during the game throughout the ’70s, like Xerox’s “Monks,” also played a part.

  • Some of the Super Bowl’s most memorable ads didn’t originally air during the Super Bowl, like the “Hey Kid, Catch” Coca-Cola ad starring ‘Mean’ Joe Greene of the Pittsburgh Steelers. It ran for the first time in October of 1979, then aired again when the Steelers played in the Super Bowl a few months later, beating the Los Angeles Rams. All these years later, we’re still thinking about how bad that jersey probably smelled.
  • Another iconic Super Bowl ad? Apple’s “1984,” which ran during the third quarter of the (duh) 1984 Super Bowl. Directed by Ridley Scott, the spot also didn’t make its true debut in the Super Bowl—it first aired on KMTV in Twin Falls, Idaho, in 1983, so it could qualify for that year’s advertising awards.

How much did it cost? Apple paid more than $800,000 to run a 60-second version of “1984,” according to the New York Times. That’s about $2.3 million today, accounting for inflation. Compare that to this year’s game on Fox, where some 30-second commercials have sold for more than $7 million.

The first halftime show sponsor? This one was tougher to track down. In 1996, Oscar Mayer became the official sponsor of the halftime show, making it one of the earliest official sponsors, if not the first. Even though that contributed to a “big lift in sales” that year, per Ad Age, the brand pulled out two years later after the company didn’t feel as though that year’s halftime entertainment—which featured performances from Mr. Sex Machine himself, James Brown, and ZZ Top—was “family-oriented,” the Washington Post reported at the time.

Continue reading here.—RB

        

TOGETHER WITH SPROUT SOCIAL

Make it a sensational year on social in 2023

Sprout Social

At this point, we all know a social media manager who could probably use a hug and a strong drink. With new and existing platforms coming into their own and media budgets in flux, it can be hard to plan for 2023.

Unless you’re asking the experts over at Sprout Social, that is. They’ve been forecasting social trends and strategies for over a decade, and they’re here to help social managers navigate whatever challenges and changes 2023 has to offer.

They’ve put together a FREE toolkit with six resources to help social media managers maximize their strategies.

Get the deets on 2023 trends, creating scroll-stopping content, and budgeting resources when you download Sprout Social’s toolkit today.

TRENDS

Talking Dry January with Heineken’s US CMO

People drink Heineken non-alcoholic beer Heineken

Retail Brew’s Jeena Sharma recently chatted with Heineken USA CMO Jonnie Cahill about the brand’s investment in non-alcoholic offerings like Heineken 0.0. Read some of what he had to say below, or click here for the full story.

Heineken’s first NA offering, Heineken 0.0, was introduced in global markets in 2017 and made its US debut in January 2019. In 2020, the beer giant announced it was investing $50 million annually in the segment. But it hasn’t all been smooth-sailing: “I think people thought maybe we lost our mind,” Cahill told us.

“We knew the megatrend was with us in terms of non-alcoholic beer, but we also recognized in the US, it was very underdeveloped as a segment,” he said. “So going back in time, now it seems obvious, like how could we miss? But at the time, it was still a brave move.

        

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Level up: What it will take for the industry to truly adopt in-game advertising, according to an SVP of gaming strategy and innovation at Publicis.

For your convenience: C-store chains like 7-Eleven are starting their own retail media networks. Here are some of the opportunities (and challenges) that they could face.

Click to donate: If you work in nonprofit marketing, check out these 25 stats about the sector.

Creative freedom: Get over a million stock footage clips, templates, and more with Storyblocks. One subscription provides unlimited downloads with the industry’s most straightforward licensing: Download and use what you want, where you want. Forever.*

*This is sponsored advertising content.

STRATEGY GUIDE

Keep retail sales high after the post-holiday rush

Keep retail sales high after the post-holiday rush

The holiday season is one of the most significant moments for retailers, bringing in nearly $800 billion annually.

But what happens after the holiday rush? Many businesses enter a so-called “post-holiday slump,” which can pose a serious financial challenge if they’re not prepared to combat it.

Don’t let that happen to you. Check out Retail Brew’s guide for quick tips on finding sales success in the new year.

Download your copy.

WHAT ELSE IS BREWING

Though Marketing Brew is obviously your favorite child, here’s what our sibling publications have been working on in the new year:

AD ANTIQUES

Swiss Miss/MeTV

Move over, Gatorade! Brands like Swiss Miss and Yoo-Hoo used to market their beverages as health food.

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Written by Ryan Barwick, Erin Cabrey, and Minda Smiley

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