Superbowl-ads.com Article Archive

http://www.news-leader.com/article/20100720/BUSINESS/7200316/
NEW YORK – The cola wars are back, and this time they have zero calories but plenty of nostalgia. PepsiCo Inc. will premiere a revamped version of its “Diner” Super Bowl commercial on Monday night, pitting its Pepsi MAX against Coca-Cola’s popular Coke Zero, a brand five times its size.
Analysts say people love the funny, [...]

What if you could watch a sneak peek of the new Coca-Cola commercials that will debut during the Super Bowl telecast, give a virtual gift to a friend and help make a positive difference in the lives of others – all at the same time? Visitors to the Coca-Cola fan page on Facebook® at http://www.facebook.com/livepositively can share a special Facebook “virtual gift” with friends and family. After the big game has concluded, people who give a Coca-Cola virtual gift will receive both new Coca-Cola commercials in their entirety. The spots also will be available on popular file-sharing sites such as YouTube and Hulu.

Definition 6, an integrated interactive agency, today announced the launch of the Coca-Cola “Happiness Machine” video. Coca-Cola selected Definition 6 to develop a video for viral distribution that would tie into its recently launched ‘Open Happiness’ global advertising campaign.

“We were looking for a creative way to connect with teens outside of the typical TV commercial or online game,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing.”
The “Happiness Machine” campaign features a Coca-Cola vending machine transformed to deliver small “doses” of happiness for unsuspecting college students, in the form of everything from flowers and pizza, to 6-foot subs and balloon animals.

Coca-Cola is gearing up to convince the world that it should “Open happiness” via a new global ad campaign that also pokes fun at the cola giant’s closely held secret formula. A flurry of TV, print, out-of-home, online and in-store materials are kicking off throughout the month.

Crowning the effort are two new Coke Super Bowl spots. One, called “Avatar,” plays off the “isolationism” people feel in the digital age, said Coke North America CMO Katie Bayne. “It is about opening up the human connection again,” she said.

Details of the Coke Zero ad have not been formally announced, but the ad featuring Steelers star safety Troy Polamalu is similar to of one of the best-remembered game ads of 1980 Coke ad in which the Steelers’ Mean Joe Greene tosses his jersey to a young fan who gave him a Coke.

Coca-Cola is launching a new global ad campaign for its iconic cola, hoping to appeal to consumers’ longing for comfort and optimism at a time when the weakening economy is sapping soft-drink sales. The new campaign — expected to feature the slogan “Open Happiness,” according to people familiar with the matter — is the first for the Coca-Cola brand in three years. The latest slogan replaces “The Coke Side of Life.”

The cola wars are moving to the Super Bowl. PepsiCo has arranged to block other marketers of non-alcoholic beverages from advertising in the first half of next year’s gridiron classic, according to media buyers and other executives with knowledge of the situation. Meanwhile, Coca-Cola is considering locking up a similar deal in the third quarter, according to some of these people.

Hitwise, announced the Super Bowl XLII advertiser websites with the largest increases in market share of visits on Super Bowl Sunday (Feb. 3, 2008) were Hyundai (www.hyundaigenesis.com), up 1450 percent versus Saturday, Feb. 2, 2008, Paramount’s Ironman Movie (www.ironmanmovie.com), up 800 percent and GoDaddy.com, which increased 616 percent.

The days of Super Bowl ads littered with celebrities may be numbered. Celebs of various sorts showed up in 18 ads this year, but not one cracked the top five in USA TODAY’s Ad Meter, an exclusive real-time consumer rating of the ads.

Shut out of even the top 10: Pepsi’s (PEP) high-priced Justin Timberlake, Carmen Electra for Ice Breakers, Shaquille O’Neal for Vitaminwater and Richard Simmons and Alice Cooper for Bridgestone. In the game’s celeb heyday of the 1980s, Michael Jackson could make a Pepsi ad an event, and Michael Jordan took ads into rare air. On the latest Super Sunday, some celeb ads even crashed.