Tecovas, a small leather-apparel company, is taking a different approach to Super Bowl advertising compared to other sponsors like Instacart, Pringles, and Bud Light. While those companies are enlisting famous faces like Ben Stiller, Sabrina Carpenter, and Post Malone, Tecovas is sticking to their authentic roots. The company’s chief marketing officer, Krista Dalton, believes that hiring a celebrity wouldn’t feel genuine to their brand. Instead, Tecovas will air a commercial that has already been popular on platforms like YouTube, featuring a young boy exploring the west with real cowboys.
Although Tecovas’ commercial won’t air on NBC during the Super Bowl, it will still reach a wide audience through streaming platforms. With more people cutting ties with traditional TV and moving towards streaming services, companies like NBC are capitalizing on this shift by selling streaming-only ads for the Super Bowl. This allows for a smaller, but younger audience to be targeted, giving brands like Tecovas a chance to participate in the Super Bowl advertising landscape.
The rise of streaming has changed the way advertisers approach the Super Bowl, with some choosing to target niche audiences rather than the mass market. Brands like WK Kellogg’s Raisin Bran, E.L.F. Cosmetics, and Oikos are opting for streaming-only ads featuring celebrities like William Shatner, Melissa McCarthy, and Kathryn Hahn. This shift reflects the evolving nature of advertising and the importance of reaching consumers through interactive and personalized media.
For Tecovas, streaming offers a more affordable option to participate in the Super Bowl advertising frenzy. While traditional TV ads during the game can cost millions of dollars, streaming-only ads provide a more cost-effective way to reach a broad audience. This strategy allows brands to engage with viewers across the country and experiment with different approaches to advertising.
Overall, the Super Bowl advertising landscape is evolving, with streaming platforms playing a crucial role in reaching audiences in new and innovative ways. By embracing this shift, brands like Tecovas can leverage the power of digital media to connect with consumers and make a lasting impression during one of the biggest sporting events of the year. In today’s digital age, reaching a younger audience has become a top priority for many brands. This is especially true for companies like E.L.F. and Oikos Danone U.S., who are looking to connect with Gen Z and Millennials through innovative marketing strategies.
Victoria Badiola, senior vice president of Oikos Danone U.S., emphasizes the importance of adapting to the changing viewing habits of younger generations. “Gen Z and Millennials are looking for viewing experiences that are more mobile, more on demand, more flexible,” she explains. By embracing streaming platforms, brands can engage with this tech-savvy audience in a way that resonates with their preferences.
For E.L.F., the decision to venture into streaming advertising represents a “test and learn moment,” according to Kory Marchisotto, the company’s chief marketing officer. Inspired by a monologue from Bad Bunny on “Saturday Night Live,” E.L.F. aims to make a splash with a bold and ambitious ad campaign. Marchisotto recalls shooting the ad with actress Melissa McCarthy, noting that the process felt more like creating a mini-movie than a traditional commercial.
While streaming-only ads may not reach the entire Super Bowl audience, they are gaining traction as a valuable marketing tool. The NFL itself pays attention to these ads, ensuring that they meet the same standards as traditional TV commercials. Marchisotto explains, “You still go through the same stuff. We had to go through a lot of gates.”
As brands continue to explore new ways to connect with younger consumers, streaming advertising offers a unique opportunity to engage with audiences in a more personalized and interactive manner. By staying ahead of the curve and embracing innovative approaches to marketing, companies like E.L.F. and Oikos Danone U.S. are positioning themselves for success in an ever-evolving digital landscape.
