CPG Brands Go Head-to-Head in the Big Game

February 09 2016


Last night, the underdog Denver Broncos defeated the Carolina Panthers in one of the more defensive-minded Big Games in recent memory. The action on the field was intense, but even larger battles were being fought to attract the eyeballs of the game’s 114 million viewers. Using $5 million commercial spots as the weapon of choice, CPG brands were everywhere last night, putting their best foot forward to creatively out-duel their competitors.

In a Big Game that reportedly featured more commercials than ever before, you could make the argument that brands were last night’s true big winner. It even seemed fitting when the game’s MVP was named Miller and his teammate, a future Hall of Fame quarterback, name-dropped Budweiser in his post-game interviews.

Let’s take a look at some of the matchups:

Snickers’ “Marilyn” vs. Skittles’ “The Portrait”
A common tactic for Big Game commercials is to not take one’s self too seriously. That was the case in our first matchup, with Snickers asking Willem Dafoe to do his best Marilyn Monroe impression and Steven Tyler demanding higher octaves from his own Skittles portrait.

Winner: I admire that Skittles always has commercials that come out of left field, but I give the slight edge to Snickers here, if for no either reason than the Eugene Levy cameo.

Schick’s “Robot Razors” vs. Axe’s “Find Your Magic”
While perhaps not 100% head-to-head matchup, both ads were certainly targeted at men who are serious about their grooming. Unilever’s Axe took a different tact compared to their recent ads, encouraging men to “find their magic” and embrace their uniqueness. Schick featured a transforming robotic razor acrobatically vanquishing its “lube strip” foe.

Winner: While I loved Transformers as a kid, the Axe ad stood out to me the most. Not only was it well crafted, but also by being different than the brand’s recent efforts it resonated more, especially to someone like me who is no longer in Axe’s target demographic.

Mountain Dew’s “PuppyMonkeyBaby” vs. Coca-Cola’s “Hulk vs. Ant-Man”
I’m hesitant to draw any parallel between these two commercials, but I suppose in the end both ads focused on…things that come in small packages? The Puppy-Monkey-Baby featured in PepsiCo’s (who sponsored the actual game itself) spot about its Kickstart Mountain Dew brand seems to be one of the more talked about commercials from the Big Game, just because it was so odd. Which, of course, was likely the point. Coke on the other hand called on well-known Disney/Marvel characters to introduce its new Coke Mini cans, a spot that certainly caught the attention of my five-year-old son, who loves his super heroes.

Winner: I’m suddenly craving a sugar fix, so I’m just going to call this one a draw.

Honorable Mention: Heinz Ketchup’s “Weiner Stampede”
Though it had no direct competitor to face last night (who can compete against slow motion dachshunds in hot dog costumes?), my favorite ad was this adorable spot from of our customers:

Master Data Management Enables Consistent Brand Experiences
All of the creativity and dollars spent of course were aimed at driving consumer attention, action and brand affinity. Beyond positioning their products as the best or coolest or the weirdest, most of the ads featured a prominent call to action. With the rise of second screen television viewing (the Big Game serving as probably the most prominent example), brands encouraged viewers to visit their websites or, just as frequently, to actively participate in their social media hash tag campaigns.

Since the Big Game is one of the largest international television events of the year, each of these advertisers needed to also ensure that the experience was seamless regardless of language, format or physical geography. To execute all of that, however, requires lots and lots of data--data that often resides in multiple systems and in numerous different formats.

As we wrote about last year, the brands that can most effectively master that internal and external data have a leg up in delivering a consistent consumer experience across channels, engendering brand loyalty and ultimately boosting the bottom line. Delivering all of this can be challenge without an enterprise-wide master data management solution in place.

But the brands that do include master data management as part of their enterprise strategy often realize, well, Super Results.

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