Marketing

Retail brands making a big splash during this year’s big game

Companies are spending $7 million for a 30-second Super Bowl spot.
article cover

E.l.f. Cosmetics

· less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

Much of the love around the Super Bowl surrounds the commercials, and for many people it’s the first order of business when it comes to the big game. This year, companies are spending $7 million for a 30-second commercial, believing the downstream effects from the exposure is very much worthwhile. We already dove into what to expect from food and beverage brands this Sunday, but a handful of other companies in the retail and retail-adjacent worlds are hoping to make a splash.

  • Etsy will air its first Super Bowl ad in its 19-year existence, promoting its newly introduced Gift Mode, which uses AI technology to pair users with gift ideas based on what they like. To illustrate the feature, the ad goes back to the 1880s, when France gave the Statue of Liberty to the United States.
  • e.l.f Cosmetics is headed to the courtroom for its 30-second spot, bringing in Judge Judy Sheindlin to levy a ruling on the utility of affordable and cruelty-free makeup. The ad is centered around e.l.f.’s popular $14 Halo Glow Liquid Filter.
  • Popeyes has a 60-second spot this year featuring actor Ken Jeong, who says he ate Popeyes while he was a medical student. The premise is that Jeong cryogenically froze himself for 52 years, anticipating the best wing ever to be created.
  • Uber Eats recruited TV couple Jennifer Aniston and David Schwimmer (Rachel and Ross) of Friends and real-life couple Victoria and David Beckham for its fourth straight ad spot, whose theme centers around forgetfulness, but reminds viewers that the service does deliver groceries.
  • Competitor DoorDash, on top of running its own ad spot, is also operating a campaign where one person will receive everything that appears in every Super Bowl commercial—literally everything. The sweepstakes called “All The Ads” requires the winner to, in vague terms, “crack the code” during its ad and enter on the All the Ads landing page.

“What started out as connecting consumers with their favorite local restaurants has transformed into a multi-category marketplace where you can get pretty much anything from your local neighborhood delivered—from food to flowers, alcohol, retail items, and more—straight to your door,” DoorDash CMO Kofi Amoo-Gottfried said in a statement. “We believe there’s no better way to showcase what’s possible with DoorDash than literally delivering all the Big Game ads to one lucky winner.”

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.