Why it was good to see some Big Brands sit out the Super Bowl
For marketers, the Super Bowl traditionally begins in the summer when budgets and creative ideas are set in motion. This year was anything but traditional. Although all 256 regular season games were played, some advertisers chose to sit out the Super Bowl. In fact, it was the first Super Bowl in 37 years without Budweiser airing a spot during the game. Clydesdales, Mr. Peanut, Korean cars, Mexican avocados and Coca Cola were all conspicuously absent. Whatever their PR people may have said before the game, we know it’s all because most big brands aren’t risk takers and couldn’t handle this year’s uncertainty — but that’s a good thing and below are three reasons why: 1) Budweiser, Kia and Planters diverted money to good causes. According to Ad Age, Planters is shelling out (ha ha) $5 million to support unsung heroes this year while Kia plans to expand its giving to support America’s youth....
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