I always enjoy the commercials as much as the game, even when my beloved Colts and Cowboys were in there battling it out for the championship in past years. Ok, so you're not a fan...anywho...
At $3 Million for 30 seconds - these ads have got to be good, effective, creative and fun. So, if you're going to be watching the Super Bowl this weekend, be on the look out for Pedigree's new Pet Adoption drive commercial.
Watch closely as Pedigree doesn't push their product, but pushes their cause in an effort to build their brand, their company and product loyalty, a cause close to their hearts, and in turn build their sales. And visit the Pedigree website for more information about their adoption drive.
Here's a preview:
According to the Wall Street Journal:
"Pedigree, a dog-food brand owned by Mars, is joining the likes of well-known marketers such as Anheuser-Busch InBev and PepsiCo in the advertising battle taking place during the gridiron matchup on Feb. 1.And according to Ad Age Magazine:
But rather than hawking its chow, the pet-food maker will be pushing a cause: pet adoption. The advertising strategy of promoting a cause instead of peddling one's wares more directly in tough times -- especially in such a fiercely competitive product category -- could fall short."
Pedigree takes a lighthearted approach to Bowl ad and also aims to increase dog adoptions, and feed shelter dogs.For a full list of advertisers for the Super Bowl, visit Ad Age's "Who's Buying What in Super Bowl XLIII."
"NEW YORK (AdAge.com) -- Pet-food marketer Pedigree may be known for ads that tug at the heartstrings, but for the Super Bowl it plans to make viewers laugh.
For its first Super Bowl commercial, Pedigree opts for a humorous tack to highlight the role pooches play in our lives. The 30-second ad, which will run during the first quarter of Super Bowl XLIII, airing Feb. 1 on NBC, imagines life with wild animals instead of Fido: a dog sticking its head out the car window is replaced with a wild boar, and rather than a pup chasing the mailman, it's an ostrich."
According to John Anton, marketing director for Pedigree, "we go into the Super Bowl with a lot of confidence from a business point of view," Mr. Anton said. "It doesn't feel risky for us because we've had so much success over the past four years of the campaign ... it really does help more dogs get adopted, and inevitably, it's going to better help us communicate to consumers what we stand for," he said.