January 21, 2021

2020 might be over but the pandemic is not. As people had to adjust to their new normal, brands also had to shift their focus. Super Bowl LV is no different. The NFL is gaining some new advertisers in the big game but also losing some.

New advertisers in the Big Game
Scotts Miracle-Gro is embracing the increased interest in lawn care with plans to air its first Super Bowl commercial. The mantra of the campaign is “keep growing” and will reflect on what the outdoors meant for people during the pandemic. Fiverr is also looking to capitalize on the shift brought by the pandemic with its first Super Bowl spot. Fiverr is in demand now with the increased need in freelance workers for small-to-midsize businesses.  Companies are searching for candidates who are either looking for work or seeking part-time help during the pandemic.

Regular participants
Frito-Lay is back in the Super Bowl with spots for its Cheetos and Doritos brands. Each of the in-game spots will focus on new products such as Cheetos Crunch Pop Mix and Doritos 3D Crunch. While the creative hasn’t been released, Frito-Lay did release pajama-clad images of NFL stars including Marshawn Lynch, Eli Manning, Peyton Manning, Joe Montana, Jerry Rice and Deion Sanders as part of their overall campaign.

Not attending
Several marketers who were part of the Big Game in 2020 won’t be back this year. Hershey Co.’s Reese’s will not be a part of the Super Bowl but will instead focus on the Summer Games. Pop-Tarts also won’t be part of the Big Game, as they don’t have any new flavors to promote. And Audi, which has aired 11 Super Bowl commercials, won’t be in the game this year.

This will definitely be one of the most unique football seasons in history for the National Football League. As for brands, the current situation brings challenges, but also opportunities. The Big Game is scheduled to be played on February 7th at Raymond James Stadium in Tampa, Florida. As of press time, Tampa Bay is still alive for the Big Game and would have the unique advantage of playing for the trophy at their home stadium (pending they get past the Packers).

Carolina Macedo, the author, is Project Coordinator of Marketing Keys. She gets as much of a joy out of watching the commercials as the game itself.

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January 21, 2021