Fluid Thoughts Blog: The Super Bowl of Beverage Ads

Which spots built a brand, and which actually sold product?

Published in CSP Daily News

By
Steve Holtz, Online News Director & Beverage Editor

SodaStream's Super Bowl ad should send a message to convenience store retailers

SodaStream's Super Bowl ad should send a message to convenience store retailers and soda makers.

OAKBROOK TERRACE, Ill. -- After an evening of live-tweeting the beverage commercials that popped up during Sunday’s Super Bowl, I’ve drawn several conclusions about who did things well, and who might have missed an opportunity. See my assessments below, and follow me on Twitter @CSPreports for regular updates and thoughts on the beverage category.

Strongest Presence: Pepsi. The beverage-maker didn’t run any standard commercials, but its sponsorship of both the first half of the game and the halftime show kept its name a logo front and center. Plus, I loved the branded opening to the halftime event, Pepsi as an ingrained part of the landscape.

Best Beverage Commercial: Technically, it came before kickoff, but the ad for the new Mtn Dew Kickstart flavors—Black Cherry and Limeade—were effective, targeting a specific demographic and actually introducing a new product.

Best Branding: Bud Light for its variety of commercials and its sponsorship of the third quarter.

Best Connection With the Audience: Budweiser. Its puppy/Clydesdale ad was touching and undeniably cute. Its “welcome home” ad spoke to national pride and the quintessential local hero.

Most Surprising Impact: SodaStream. In case there was any question this make-your-own-soda machine is going after the packaged beverages market, Scarlett Johansson put any doubt to rest.

Honorable Mention: Coca-Cola. The soda-maker has long farmed brand pride/universal appeal advertising soil. This new entry fits right in. Similarly, Coke’s “touchdown” ad is a pleasant extension of its old Mean Joe Greene commercial.

Favorite Beyond Beverages: Doritos’ time-machine ad. The fan-generated spot cracked me and genuinely made me want to eat Doritos.

Which was your favorite? Let me know at sholtz@cspnet.com.

By Steve Holtz, Online News Director & Beverage Editor
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