Most people associate the Super Bowl with beer, chips and sugary snacks. The Dannon Co. wants NFL fans to have healthier options and is planning a fully-integrated marketing campaign for 2012 that would include its first commercial during the Super Bowl.
Dannon said a spot for its yogurt brand would air on NBC during the third quarter of the game, which will be played on Feb. 5 at Lucas Oil Stadium in Indianapolis.
The company said this would be the first time a yogurt company is advertising during the Super Bowl. Commercials on NBC during the game are going for upward of $3.5 million, according to industry analysts.
“We’re bringing yogurt to the Super Bowl to share with millions of Americans the great taste and unique benefits of this delicious, better-for-you food,” Sergio Fuster, svp-marketing for Dannon, said in a statement. “We are committed to helping people lead a healthier lifestyle but not at the sacrifice of great taste.”
Although the company is based in White Plains, NY, located in the geographical region of both the New York Jets and Giants, Dannon said the marketing campaign would not be impacted by the teams vying for Super Bowl XLVI supremacy.
“No matter who’s playing in the game on Feb. 5, we are guaranteed to inform and entertain the broadest possible base of Americans about the delicious and nutritious yogurt we make,” said Fuster.
Danon did not reveal details of the TV spot or other elements of its marketing campaign. However, the company is expected to continue its strategy of touting its yogurt lines as a healthy choice for U.S. consumers. Dannon brands include Danimals, Activa and numerous products under the flagship Dannon label.
According to said Michael Neuwirth, Dannon senior director of public relations, “Compared to other parts of the world where yogurt has been enjoyed for centuries and is a part of every meal, most Americans chose less healthy options despite the abundance of great-tasting, better-for-you options like yogurt.”