FIRST-TIME SUPER BOWL ADVERTISERS LOOK TO TACKLE STIFF COMPETITION

Summary from the TLDR Marketing newsletter

Häagen-Dazs, Instacart, and Duracell are running Super Bowl ads for the first time, spending up to $8M for 30 seconds of airtime. New advertisers must work harder to make their brands memorable, as established brands like Budweiser and Doritos already have strong associations with the game. Some, like Angel Soft, are using unconventional strategies, while others, like MSC Cruises and Häagen-Dazs, are leveraging celebrity endorsements. Many first-time advertisers spent years building brand awareness before their Super Bowl debut to maximize impact.