Brands prepare for their biggest “touchdown” during this Superbowl

Every year brands wait for the NFL season to put every dollar into marketing—and we all know that’s because the Superbowl and its famous halftime show is viewed by millions of people year after year.

After the success of last year’s halftime show—with more than 100 million views—brands are lining up and preparing to launch their biggest ads on national TV this 2023. This year the NFL “kicked off” the season with 17.2 million viewers per game through the first three weeks of the regular season, the highest viewership numbers since 2016.  It goes without saying that the Superbowl has high expectations.

How do we as marketers align our message with the NFL, though? First of all, we need to understand our audience and tie in our message. Take the cleaning brand Tide, for example, their brilliant campaign has many talking. Researchers found out one out of four fans do not wash their “lucky” socks or “lucky” jerseys—and the Procter and Gamble brand decided to use this opportunity to get those jerseys washed up. The brand enlisted Los Angeles Rams linebacker Clay Matthews, Kansas City Chiefs tight-end Travis Kelce, and Pittsburgh Steelers wide receiver Chase Claypool to join the campaign.

Davante Lavell Adams is in it as well, using social media platforms, such as Instagram and TikTok, to ask fans: “What would it take to wash those jerseys?”

This campaign is truly appealing because it engages with fans while getting the brand’s main message across to millions of viewers.

So, how does this help us as marketers? This is an example of how brands need to jump in and take advantage of trending news and events to deliver their message and be top of mind—ALWAYS!

Procter and Gamble and the agency Saatchi & Saatchi did a marvelous job with this campaign, and, most importantly, it will continue to build up before the Superbowl, which creates momentum and–believe it or not– will keep those Tide Pods on top shelves for a while!