Super Bowl Advertising for First-Timers: How to Maximize PR Impact

First-Time Super Bowl Advertisers in 2025

This year’s Super Bowl saw several new entrants eager to make their mark, including Duracell, Häagen-Dazs, Ritz Crackers, Instacart, Bosch, NerdWallet, MSC Cruises, and Liquid Death (to name a few). Each brand came with a unique market positioning: Duracell as a legacy battery brand, Häagen-Dazs expanding its luxury ice cream appeal, Ritz Crackers entering the cultural conversation, and Instacart aiming to reinforce its dominance in grocery delivery. Bosch, NerdWallet, and MSC Cruises each sought to expand brand recognition, while Liquid Death, known for its irreverent branding, looked to further disrupt the beverage industry.

Pre-Game Strategies: Building Anticipation

A strong pre-game presence is critical for Super Bowl advertisers, as generating excitement before the event maximizes ROI. Several brands leaned into early teaser campaigns to build anticipation. Häagen-Dazs, for example, leveraged Instagram and TikTok with behind-the-scenes footage and influencer partnerships, drawing in younger demographics. The brand shared two teasers pre-game that hinted at a Fast & Furious reunion, and a boosted Häagen-Dazs truck. Instacart used Instagram, TikTok, and other social platforms to feature mascots from its ad delivering orders to regular customers and influencers ahead of the big game. This pre-game action also came paired with joint mascot media appearances on The Today Show, as well as social media partnerships with high-profile accounts.

Press coverage also played a crucial role. Liquid Death, a brand well-versed in viral marketing, executed a strategic PR push with provocative media placements that teased its unconventional ad. NerdWallet, on the other hand, took a more traditional route, issuing press releases and securing interviews to position itself as a go-to resource for financial planning tied to major life moments.

These approaches demonstrate how early engagement can amplify a campaign's impact well before kickoff. This early-release approach has since become standard practice, with brands recognizing that pre-game exposure can significantly multiply their return on investment.

In-Game Ad Performance: Capturing Attention

Creativity and clarity are essential for a successful Super Bowl ad, and some first-time advertisers nailed their messaging better than others. Liquid Death leaned into its edgy branding with a humorous, unexpected twist that resonated with its target demographic. The sparkling water brand secured 8.0x consumer engagement with its spot and a place in the top 3 most engaging Super Bowl LIX Ads. Ritz Crackers on the other hand leaned into celebrity appearances to carry its ad over the goal line but failed to connect with viewers despite its sweet salty idea.

Viewer engagement metrics further highlighted standout performances. Ads that successfully held attention included Liquid Death’s campaign, as well as T-Mobile and RAM’s efforts (not new advertisers). Conversely, some brands struggled, including Duracell, Bosch, and MSC Cruises. The latter’s ad, while visually stunning, lacked a compelling, memorable narrative, landing at #14 on EDO’s engagement index.

Post-Game Amplification: Sustaining the Momentum

Beyond the commercial itself, a brand’s ability to sustain conversation in the days following the Super Bowl determines long-term success. Häagen-Dazs has plans to extend the life of its ad by expanding the concept into activations, “including a slow drive from Los Angeles to New Orleans,” and a Ludacris-promoted trip to Caesars Superdome in Louisiana with a Pimp My Ride inspired Häagen-Dazs Cadillac. Social media reactions have also played a key role, with Liquid Death once again excelling by generating viral memes and user-generated content that extended its ad’s lifespan. Instacart capitalized on game-day shopping trends by pushing real-time promotions tied to its commercial.

Earned media further solidified winners and losers. Häagen-Dazs received significant positive press coverage, with outlets praising its sophisticated approach to a crowded category. In contrast, MSC Cruises struggled to maintain buzz post-game, underscoring the importance of a well-rounded campaign that extends beyond the initial broadcast.

Case Studies: Successes and Shortcomings

Brands that executed a fully integrated strategy saw the highest returns. Häagen-Dazs succeeded by aligning its pre-game buzz, in-game execution, and post-game amplification seamlessly, generating strong brand recall and sentiment. Liquid Death, though unconventional, effectively leveraged PR and social media to maximize its presence beyond the ad spot.

On the other hand, MSC Cruises and NerdWallet faced challenges. While their ads were well-produced, they lacked the emotional resonance or viral potential that would have helped sustain engagement after the Super Bowl. Future advertisers can learn from these examples by ensuring their campaigns are not just high-budget productions but also strategically cohesive.

Key Takeaways for Future Advertisers

The most successful Super Bowl advertisers understand that an ad spot alone is not enough. A comprehensive strategy that includes early audience engagement, a clear and compelling in-game narrative, and sustained post-game conversation is key to maximizing return on investment.

Engagement should begin weeks before the Super Bowl through teasers, influencer partnerships, and strategic media placements. In-game, brands must ensure their ads are both entertaining and aligned with their identity. Post-game, extending the campaign through social media and earned media coverage can make the difference between a one-time ad and a lasting brand moment.

Reflecting on the 2025 Super Bowl Advertising Landscape

This year’s Super Bowl advertising landscape offered valuable insights for brands looking to make an impact on the biggest stage in digital marketing. Those that approached the campaign holistically, such as Häagen-Dazs and Liquid Death, reaped the rewards, while those that focused solely on the in-game moment risked fading from memory. As brands plan for future Super Bowls, the lesson is clear: success isn’t just about the commercial; it’s about the full campaign that surrounds it.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.