Dannon Buys Super Bowl Ad to Promote Oikos Greek Yogurt
Dannon will return to the Super Bowl after sitting out last year, buying a 30-second spot to promote its Oikos Greek yogurt brand on Feb. 2.
The marketer made its "big game" debut in 2012 with an Oikos Greek spot featuring actor John Stamos. But Dannon sat out last year's game because it wanted time to evaluate the long-term viability of its Oikos Greek brand, which launched in mid-2011, as well as the sustainability of the relatively young Greek segment, said Michael Neuwirth, senior director of public relations for Dannon Co.
Fox, which will air the Super Bowl from MetLife Stadium in East Rutherford, N.J., is said to be fetching anywhere from $3.5 million to $4 million per 30-second spot.
"We feel confident that now is the time to come back," Mr. Neuwirth said. "We are seeing that obviously Greek yogurt is here to stay … and our ambition is to sooner rather than later become the leading brand."
While Dannon leads the overall yogurt category with 29.1% share, the marketer's 26% share in Greek trails Chobani, which has 51% share, according to Nielsen data for the 52 weeks ending Aug. 3 provided by Sanford C. Bernstein. Greek accounts for 45% of the total yogurt market.
Dannon's 2012 Super Bowl spot made history as the first yogurt brand ever advertised during the game, whose food ads traditionally have featured chips, soda and beer. The marketer used crowd-sourcing agency Poptent for its 2012 Super Bowl ad with assistance from WPP's Y&R. The marketer is still evaluating strategies and creative options for 2014, Mr. Neuwirth said. "John Stamos could play a returning role, that is to be determined," he said.