Best Newcomer Advertisers in Super Bowl LIX
Every year, the Super Bowl attracts dozens of advertisers hoping to make their mark with viewers. While the majority are often returning advertisers, there are always new brands in the mix. Some, like Poppi in 2024, are challengers hoping to break through and position their products as an alternative to the major players. Others, like Pfizer that same year, are taking the opportunity to focus on brand building, with bold ideas and catchy soundtracks.
Super Bowl LIX saw quite a few CPG brands get in the game, as well as some tech-forward newcomers like OpenAI and Bosch. We’re breaking down how first-time advertisers fared on advertising’s biggest night and how it compares to the brands that regularly turn up at the Super Bowl.
The Game Day Stats
With our Test Your Ad platform, we put every Super Bowl ad to the test with consumers to see how the creative makes them feel. Based on their reactions, we assign a Star Rating (predicted long-term brand-building potential), based on the types of emotions elicited; a Spike Rating (predicted short-term sales potential), based on the intensity of the emotions and the strength of branding; and a Fluency Rating (strength of branding), based on the percentage of people who correctly identify the brand.
In Super Bowl LIX, returning advertisers averaged 3.0-Stars, predicting ‘Good’ brand-building potential. This was slightly higher than new advertisers, who achieved an average Star Rating of 2.8, representing ‘Modest’ brand-building potential. Some standouts, like Häagen-Dazs and Instacart scored well above this average, with Häagen-Dazs even making it into System1’s top 10 ranking according to Star Rating.
The Best Newcomers
Which rookies entertained audiences in their first Big Game? We’re spotlighting a few standouts. These brands performed well on various metrics, like Star Rating (long-term brand-building potential), Spike Rating (short-term sales potential) or Fluency Rating (strength of branding).
Angel Soft (Grey), Potty-tunity
Angel Soft took a unique approach to its Super Bowl debut, framing its commercial as a bathroom break for viewers who don’t want to miss the action of the game. Most brands wouldn’t dare to tell audiences to leave, especially given the sizable investment that the Super Bowl requires. But the toilet paper brand took a risk, featuring their new angel character to announce the ‘potty-tunity.’ It paid off, as the brand secured 95% brand recognition, as well as a ‘Good’ Star Rating (long-term brand building) and ‘Exceptional’ short-term sales potential.
Häagen-Dazs (nice&frank), Not So Fast, Not So Furious
Häagen-Dazs highlights how to use celebrities effectively, bringing the stars of The Fast and the Furious back to our screens for yet another high-speed chase. But there’s a fun twist – they’re in the slow lane, taking a moment to enjoy a delicious ice cream bar. Co-star Ludacris doesn’t seem to be pleased, but audiences thoroughly enjoyed the juxtaposition of the typically fast drivers taking a moment to indulge. The ad scored 4.7-Stars in Test Your Ad.
Instacart (TBWA\Chiat\Day), We’re Here
Food delivery services are no strangers to the Big Game. Both Uber Eats and DoorDash have played in the Super Bowl previously, but this year was Instacart’s debut. The brand took a risk – putting other brand’s distinctive assets into its narrative, like the Green Giant, Mr. Clean and the Koolaid Man. They’re storming the streets of the city, running through the neighborhood, until they reach their destination – an Instacart customer’s home. The message is clear – Instacart is here for all your grocery needs. The ad scored well above the debut advertiser average, achieving 4.1 Stars.
Totino’s Pizza Rolls (Dentsu Creative), Chazmo Finally Goes Home
Earlier during the NFL season, Totino’s teased an out-of-this-world meeting between Earthlings and an alien named Chazmo who loves the pizza rolls. In the brand’s first Super Bowl spot, Chazmo has a mishap with his spaceship and comes to an unfortunate demise. Chazmo certainly elicits a lot of feeling – the ad scored ‘Exceptional’ on Spike and ‘Good’ on Fluency. Over time, should Chazmo continue to be leveraged as a fluent device for the brand, he’ll quickly signal to viewers that the spot is for Totino’s.
Ritz (The Martin Agency), Ritz Salty Club – 95 Fluency
Mondelez has a long history of experience advertising in the Super Bowl, though this was the first appearance for its cracker brand Ritz. To do so, Ritz created a fictional “Salty Club” in the salt flats of Utah, where smiles are hard to come by and famous faces known for their sarcastic personalities are a plenty. This includes Aubrey Plaza and Michael Shannon. By centering the story in a Ritz-filled members club, Ritz was able to secure 95% brand recognition and ‘Exceptional’ Spike.
Create with Confidence
System1 helps the world’s biggest advertisers predict and improve the commercial impact of their advertising. Want to hear how Test Your Ad supported Pfizer’s latest Super Bowl spot? Jon Evans, host of the Uncensored CMO podcast, recently sat down with Susan Rienow, CMO of Pfizer, to discuss everything that goes into showing up on advertising’s biggest night. Listen here.
There’s more Super Bowl insights! Our webinar recapped the top ads of the night and why they worked. Click below to access the recording and download our Super Bowl recap report.
