Category: In the News

The Super Bowl offers a massive, if expensive, window of opportunity for advertisers looking to take advantage of its unrivaled audience reach – a reality that GLP-1 drugs and other healthcare products will harness this weekend. There’s also an outside chance this year might be their last chance to do so, should U.S. health secretary Robert F. Kennedy Jr. get his way.

However they’re justifying it, pharma brands are spending heavily on the Big Game on NBC and Peacock this year, in contrast with the category’s traditional focus on news and daytime TV over live sports. Novo Nordisk, Boehringer Ingelheim, Hims & Hers, Novartis, Ro, and Lilly all plan to air spots during or before the Super Bowl on Sunday, alongside wellness and lifestyle brands like Oikos and Liquid IV.

Hims & Hers, for example, is set to return to the Super Bowl after making its debut there last year. “It’s eyeballs, pure scale. It’s a stage to get your message out there,” said Dan Kenger, the brand’s chief design officer.

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This story was first published by Digiday sibling Modern Retail.

It’s Super Bowl week, which means countless food and beverage brands are competing for stomach share as millions of Americans tune into the big game.

Food and beverage executives say a Super Bowl campaign sets the tone for the year. In turn, some of them, like Oikos, are using the Super Bowl to highlight new product lines. Others are using the big game as an opportunity to promote healthier alternatives to classic game day snacks. When it comes to commercials, many of them are taking inspiration from the backdrop of this year’s host city, San Francisco. And of course, celebrity cameos abound; this year, Ritz is running a “Ritz Island” commercial starring Scarlett Johansson, Jon Hamm and Bowen Yang, a sequel to a similar ad from last year’s game. But it’s not just big national brands getting in on the Bay Area celebration.

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