No Pizza, Pizza
After airing its first Super Bowl commercial in 2020, Little Caesars won’t return to the Big Game this year, Ad Age’s Jessica Wohl reports. “I think you’ve got to have something really important to say,” Chief Marketing Officer Jeff Klein, who helped convinced the family-owned chain to spend on the Super Bowl in 2020, said during the “Marketer’s Brief” podcast. “We’re not a brand that has a problem with unaided awareness.”
Last year, when Little Caesars announced its new delivery option, it made sense to fork over a few million dollars for air time. But amid COVID, brands need to think carefully about committing to such a costly event in an uncertain climate.
Little Caesars is one of several marketers who have advertised in the game in recent years and plan to sit out this year. Sabra Hummus won’t return after making its debut last year, and neither will Facebook. The social network instead plans to focus its efforts on the Grammy Awards (which on Tuesday were postponed to March), according to a company spokeswoman.
Olay also won’t bring its female-focused messaging back to the Super Bowl. After airing commercials in the last two games, the Procter & Gamble beauty brand has not bought commercial time in 2021. The company is committed to its messaging around women in STEM for the next decade, and this year will lean more heavily into the International Day of Women and Girls in Science on Feb. 11.
The longest-running Super Bowl advertiser to sit out this year is Avocados From Mexico, which is breaking its six-year streak. The company said in October it will use this year to “reinvent itself.”
You can take a look at prior Super Bowl ads from these companies and many others in our voluminous, searchable Super Bowl Ad Archive.