Touchdown or Fumble? Brand Awareness Lessons from the Most Iconic Super Bowl Ads

The Super Bowl is an event that transcends the sport of football and has become a cultural phenomenon. Over the years, the ads aired during the game have become as anticipated as the showdown on the field. Every year, companies shell out millions for  30 precious seconds of air time, hoping to capture a magical moment of brand awareness that resonates with the audience. Countless campaigns have soared to iconic status, becoming part of our everyday culture. Others have landed with a thud. 

There’s so much to be learned from every marketing or advertising campaign. In this blog post, we’ll dive into some of our favorite “touchdowns” and notorious “fumbles” from past Super Bowl campaigns, extracting valuable insights into effective brand awareness strategies.

Touchdown: Budweiser’s “Puppy Love” Commercial (2014)

As dog lovers, Budweiser’s “Puppy Love” campaign definitely made our list. The commercial featured a heartwarming story of a friendship between a puppy and a Clydesdale horse. The ad resonated with viewers emotionally and received widespread praise, becoming one of the most beloved Super Bowl commercials in recent years.

The lesson: Emotional connection is king. People remember stories that make them feel something, and Budweiser masterfully tapped into that with their adorable furry friends.

Fumble: Nationwide’s “Make Safe Happen” Commercial (2015)

Nationwide’s commercial during Super Bowl XLIX, which featured a young boy lamenting all the life events he would miss due to a preventable accident, sparked controversy and backlash for its dark and somber tone. Many viewers found the ad depressing and inappropriate for a Super Bowl audience.

The lesson: Recognizing when and where your message lands is crucial. While serious messaging can be impactful, understanding the context in which your audience engages with your brand is crucial to avoid alienating them.

Touchdown: Doritos’ “Crash the Super Bowl” Campaign (2007-2016)

For nearly a decade, Doritos’ “Crash the Super Bowl” campaign invited consumers to create their own commercials for the chance to have them aired during the Super Bowl. This crowdsourcing approach generated immense buzz and engagement, with the winning ads consistently ranking among the most popular during the game.

The lesson: Don’t be afraid to empower your audience to be part of your brand story. Sometimes, the best way to promote your brand is to let your fans create their own magic.

Fumble: Mountain Dew’s “PuppyMonkeyBaby” Commercial (2016) 

This bizarre concoction of a puppy, a monkey, and a baby might have aimed for quirky, but it landed squarely in the “annoying” territory. Unhinged marketing can be effective, but only when it resonates with your brand identity and doesn’t alienate your audience. 

The lesson: There’s a fine line between being memorable and being off-putting. That’s why you should exercise caution and ensure that your attempts at creativity align with your brand identity and resonate with your target audience.

Field Goal: Apple’s “1984” Commercial (1984)

Apple’s iconic “1984” commercial, directed by Ridley Scott, aired during Super Bowl XVIII. While now considered iconic, this ad was initially controversial. The dark, dystopian imagery and political undertones went over some viewers’ heads, and it wasn’t immediately clear what product was being advertised. However, the ad’s boldness and originality eventually won over audiences and critics alike.

The lesson: Brand awareness can be a marathon, not a sprint. If you’re playing the long game, ensure your brand narrative is consistent and resonates with your audience over time.

Ready to Make Every Snap Count?

One of the marketing principles we constantly reiterate is that brand awareness is a journey, not a destination. It’s about consistently moving the ball down the field, learning from each play, and adapting your strategy based on the ever-changing game. So, take inspiration from these iconic ads. Celebrate the touchdowns, analyze the fumbles, and remember: the most important element is creating a brand experience that resonates with your audience long after the final whistle blows.

Want to brainstorm some winning brand awareness strategies for your business? Contact Green Apple Strategy today! We’re a team of passionate marketers who can help you tell your brand story and score big with your customers.

7 Reasons You Shouldn’t Cut Your Marketing Budget in a Recession

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“But, we have to cut something.” You may be feeling as though marketing is the easiest line item in your budget report to slash. We get it. As we’ve worked through this recession, Green Apple has made cuts of our own to ensure that we’re financially strong enough to serve our customers. We’re right there with you. However, cutting your marketing budget can hurt your business long-term, even when it might help it slightly in the immediate future. 

To ensure that your business can continue serving its customers, you must consider a few key points. Here are seven reasons to reconsider reducing your marketing budget in a recession.

1. What if your competitors don’t?

You may consider cutting your marketing budget, but if your competitors don’t, where does that leave you? When you reduce your marketing budget, you decrease how and how often your customers see you—allowing your competitor to move in.

2. Your marketing team can help your customers support you.

The return on investment for your marketing strategy is still valid during a recession. While things are “normal,” your strategy is to drive sales and build relationships; however, during a recession, you are more focused on the relationship-building side of things and can keep your customers invested in your success. They love you as much as you love them, and they don’t want to see your business struggle. Your marketing team can help you show the right amount of vulnerability and transparency, while still sending the message that you are here to help.

3. Your marketing team protects you.

Clients often think about marketing as advertising, but it’s so much more. Your marketing team is telling your brand’s story, and that story must be shaped to align with the social climate—so as to not be insensitive or offensive. Using COVID-19 as an example, companies needed to quickly shift their messaging strategies to be sensitive and empathetic. Having a team on your side that can help shift and shape your message allows you to support your audience, while keeping your brand top of mind.

4. You don’t want your customers to feel abandoned.

Your marketing strategy strengthens your relationship with your audience. A reduction in your budget can leave your customers wondering where you went—or worse, if your business is in jeopardy of shutting down.

You will, of course, be there for your audience in a different way during a recession. Your messaging will focus on how you’re taking care of customers as the tides change. Marketing can tell your audience what you’re doing to keep their best interests in mind, strengthening their trust in your brand.

5. It may be time to launch that new product.

You have less competition during a recession, as other companies are focusing on staying afloat. They aren’t putting their time and effort into launching new products or growing their business. If you are in the position to, and you have ideas ready to launch, work with your marketing team to put your new product out into the world.

6. You will not bounce back as easily.

If you reduce your marketing efforts, it leaves you in a difficult position when you’re ready to bounce back. You’ve spent a great deal of time and money growing your brand’s reach. Rather than scaling back, discuss a strategy with your marketing team to find ways to keep your reach consistent. Once the economy is on an upswing, you will appreciate not having lost months—or years—of progress.

7. It can take you off course to meet your goals.

Even amid a recession, you still want to move forward. Your marketing team can help you keep your goals in mind and find new strategies to meet them. Don’t underestimate a marketing team’s versatility and the potential to keep your business growing, even when the economy is less than ideal. 

Talk Strategy Before You Make Cuts

Before you decide on your budget, discuss all the options with your marketing team. They can likely work with you to achieve your goals, even with necessary budget accommodations. Your relationship with your marketing team should be transparent—they want to see you succeed, too, and will do everything they can to make that happen. 

Ready for a marketing team with your best interests at heart? Contact Green Apple Strategy today to schedule a consultation.

5 Questions Your Marketing Should Answer for Prospective Customers

The digital world has changed the way we make purchasing decisions, including B2B businesses. Consumers and potential clients are more in charge of the buying process than ever before. In fact, it’s been reported that “57% of the purchase decision is already complete before the customer even calls the supplier.”

If this is true, that means potential customers are expecting to be able to answer the questions which were formerly answered directly by a salesperson. This is where marketing comes in.

5 Questions Your Marketing Efforts Should Answer for Prospective Customers

Whether it’s through your website, email marketing, or advertising campaigns, here are five questions your marketing efforts should be answering for prospective customers:

  1. Why should we trust you? More than likely, your business is just one of a dozen or more options that customers can choose from. Why should they choose your business and trust you to solve their challenges? The best way to increase trust and help people understand why they should choose your business is to position yourself as an expert and share meaningful insights. Numerous studies have shown that when the brain recognizes that someone is an expert, it is far more likely to comply with that person’s suggestions.
  2. Why should we choose your specific product or service? There are two primary reasons people choose a particular product or service: cost and differentiation. To differentiate your product or service, potential customers must understand your unique value proposition. Your value proposition is a unique value that a buyer desires and will receive from your company, product, or service. Think of the word “only” and how you can apply it to your business, products, and services.
  3. Why now? Overcoming the lack of urgency is a challenge for many B2B marketing and sales professionals. While you don’t want to become an overbearing hustler (that doesn’t work), you need to help your customer realize that embracing change now rather than later is in their best interest.
  4. Is it worth the investment? When you are asking buyers to purchase something from you, you are also asking them not to do something else. The most effective way to answer this question is to appeal to the emotional reasons people buy. Knowing this, identify ways to start creating emotional connections with prospective customers to increase their likeness toward making a decision.
  5. Is it worth making a change? People have a natural aversion to change. The brain is wired to associate a high level of risk with accepting a new idea or purchasing a product or service. The most compelling ways to incite change is to find problems by challenging the status quo with insights that compel your buyers to think about how they can improve themselves or their business.