Super Bowl Commercials and Positive Brand Awareness

Budweiser Puppy Love Super Bowl Commercial

Whether you’re a football fan or not, odds are you either tune into the big game to watch the commercials, or, you catch them online, or on the news, before or after Super Bowl Sunday.

That’s one of the benefits of being a Super Bowl advertiser. You garner more exposure than just during the game. There’s all the pre-game hype about the ads, including links to watch them online, as well as post-game critique and replaying of the most popular ads. You may be paying $4 million for that 30-second spot during the game but you’re getting so much more exposure than a typical television commercial. Especially when you consider that with DVRs we now have the ability to fast-forward through the commercials, and I think typically most of us do.

But not on Super Bowl Sunday.

Nope, that is the one day of the year we want to watch the commercials.

But how effective are those commercials created specifically for the Super Bowl?

Clearly, the entertainment factor is a high priority with these spots. Because expectations are high. So, does an entertaining spot always do a good job selling a product or service? Not necessarily.

However, I think it’s important to remember that while advertisers ultimately want to sell products, many times they’re also aiming to increase brand awareness and brand like-ability.

Advertisers want us to like them. They want us to associate positive feelings with their product or service. Especially in today’s viral social media world where opinions spread like wild fire.

Do puppies sell beer?

This week, Budweiser’s 2014 Super Bowl commercial,”Puppy Love” began circulating online. It’s a heart-warming spot featuring an adorable lab puppy who becomes quite attached to one of the Budweiser Clydesdales.

I love the commercial. But then again, I love puppies.

Do I buy beer? No.

Will this commercial make me want to go out and buy some Bud? No.

Will it make beer-drinking football fans go out and buy Budweiser? Maybe.

But even if the spot doesn’t directly impact beer sales, it will likely have a positive impact on the company. Because it creates positive brand awareness and brand like-ability. And when you consider that we view many large corporations as big, bad, greedy organizations, a little brand like-ability can go a along way.

Remember, people do business with those they know, like, and trust.

This is not lost on large corporations… at least the smart ones.

And, it’s crucial for service professionals.

Consumers, and your clients if you’re a service professional, have many choices about whom to spend their hard-earned dollars with. They’re going to be a lot more likely to spend with those they like. Those they feel good about. Those they trust. And those they can relate to.

Do puppies sell beer?

I don’t know. But they sure make a beer company a lot more like-able. And in a competitive marketplace, that’s always a good thing.


About Debbie

After spending 32 years in marketing, Debbie now spends her time blogging, teaching online courses, doing volunteer pet therapy, and encouraging others to follow a more inspired path through life.

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