Butterfinger, which ran Super Bowl commercials in two of the last three years, plans to sit on the sidelines for Super Bowl LI.
Rob Case, chief marketing officer for Nestle USA, said “We just feel it’s best on that particular brand to spend our resources in different ways.”
The Super Bowl is a high consumption time for many Nestle brands, particularly its frozen pizza lines, he noted. So Nestle, like other food and beverage marketers, is thinking about what work it can do around that time to get its brands in front of viewers ahead of the big game, rather than shelling out the millions of dollars that Super Bowl spots go for.
Nestle’s frozen pizza brands include DiGiorno, California Pizza Kitchen, Tombstone and Jack’s.
The only Nestle brand that has aired Super Bowl spots to date has been Butterfinger.
The brand first appeared in the 2014 game with a spot for its Butterfinger Peanut Butter Cups.