Give the Label to me, Don’t Keep it a Secret.
Super Bowl advertisement teasers are being released and it is obvious that packaging is proudly prominent.
In Hellmanns’ commercial, Kate McKinnon is posing with jars of mayo with a photographer shouting, “Give the label to me, don’t keep it a secret.”
Chris Pratt is sporting a moustache and is staring down his “look-a-like” Mr. P on the package.
Jenna Ortega comes upon a very mundane retail shelf set with a bold Doritos Dinamita logo highlighting where the Doritos bags are obviously missing. THE HORROR!
Rather than use the M&Ms logo, MARS opted for a bag of Peanut Butter M&Ms as the symbol to reinforce packaging in the opening line.
Oreo starts its teaser advertisement by zooming in on Kris Jenner’s hands twisting open an Oreo, with the Oreo package prominently featured next to it.
Addison Rae proudly takes a bite of Nerds Gummy Clusters after dance-instructing someone (who, we won’t find out until February 11th) to Irene Cara’s iconic “What a feeling”.
Iconic packaging in Super Bowl commercials serves as a powerful visual cue to reinforce brand identity, create positive associations and drive consumer engagement and purchase intent. We can’t wait to see how packaging plays in the commercials beyond the teasers, even if most of the attention will be on Taylor Swift!