Market Of Bliss
Health and beauty companies, some for the first time, are joining the scrum of beverage, technology and auto brands that have long been a staple of Super Bowl ads, while other companies are highlighting smart and funny women with their prized airtime.
The trend is due, at least in part, to Taylor Swift’s much-publicized relationship with Kansas City Chiefs star Travis Kelce, which offers a chance of increased female viewership for tonight’s game in Las Vegas. She’s already been credited for a ratings bump for football since their relationship went public last October.
“Taylor Swift’s attendance at the Super Bowl will likely have a significant impact not only on the size of the audience but also its demographic make-up,” according to Paul Hardart, a clinical professor of marketing for New York University’s Stern School of Business.
“Swift boasts a massive, devoted fan base, and her relationship with Kelce adds an intriguing and romantic element to the event, making it even more appealing for brands to associate themselves with her presence,” he previously told CNN.
Look out for these spots: Cardi B will plug Duck Plump lip gloss for L’Oreal NYX Professional Makeup, the first time the brand has advertised on the Super Bowl. The company says the spot “highlights powerful women” and will be “hilarious.”
Meanwhile, e.l.f. cosmetics, also a first-time Super Bowl advertiser, reunited (some of) the cast of “Suits” in its spot as the lawyers haul various celebrities into court.
Actress Scarlett Johansson endorses M&Ms as a comfort for her losing the Oscars race (twice). Jennifer Aniston carries an Uber Eats bag on a Hollywood set while jokingly forgetting former “Friends” co-star David Schwimmer. And comedian Kate McKinnon chats thoughtfully about food waste in Hellman’s adorable commercial featuring “Mayo Cat.”
