For its first Super Bowl ad, Lindt is going back to 1957. The chocolate brand deploys a chart-topping song from that year—“Round and Round” by Perry Como—to back the spot, which portrays the ball-shaped candy bouncing through scenes of joyful moments, such as a woman enjoying one while lying in an inflatable pool.
Watch Lindt’s Super Bowl commercial, which includes a Perry Como classic
The goal of the brand’s significant marketing investment is to drive more brand awareness and market share gains in the U.S.
“We have to start with what Lindt is about—creating those blissful moments,” said Ana Dominguez, president and CEO of Lindt USA. “The truffle had to be the hero, and we wanted to cut through the hecticness of the Super Bowl.”
Grey Toronto is behind the 30-second ad, which was released today and will air during the first quarter of the Feb. 11 game. The director is Michael Gracey, whose credits include “The Greatest Showman.”
Though the older song choice might be surprising, it tested well with focus groups. “Our core consumer is above 35 so the tune was perfect for them,” said Dominguez. “We also played it for younger consumers, and even not knowing it, they loved it. It was upbeat and felt good.”
Even though Lindt chocolate has been around in Europe for nearly two centuries, the Swiss chocolate maker only entered the U.S. 30 years ago.
“Lindt has been on an incredible growth trajectory in the U.S.,” said Dominguez. “We thought that this was a moment for us to participate on the biggest stage and have even more Americans fall in love with us.”
Lindt will also partner with Kylie Kelce, the wife of Philadelphia Eagles center Jason Kelce. The Kelce clan, and seemingly anyone related to it, has become an even hotter marketing commodity since Jason’s brother, Travis, began dating Taylor Swift late last year.
Kylie Kelce will post about Lindt on social media leading up to the game. The brand has worked with Kylie before, as it was one of many brands featured at the Eagles’ wives and girlfriends’ holiday party. A brand spokesperson said that they had originally reached out to Kylie with an offer for a PR kit last year, and she responded that she loved Lindt.