The tone of Starry’s Super Bowl ad suggests the brand feels it is ready for a major awareness play while confronting its larger rivals, notably Coca-Cola’s category-leading Sprite and Keurig Dr Pepper’s 7-Up. Starry said it is already the No. 3 player in the category. Brands including Poppi and Olipop have also been competing for the Gen Z soda drinker.
Like Starry, Ice Spice is making her first Super Bowl appearance. Since exploding onto the scene with the viral hit “Munch (Feelin’ U)” in 2022, Ice Spice has racked up hits and honors including Best New Artist (MTV Video Music Awards), Rookie of the Year (Billboard’s R&B/Rap Power Players) and Best Breakthrough Hip-Hop Artist (BET Hip Hop Awards). She starred opposite Ben Affleck in a September Dunkin’ ad.
“Ice Spice is influencing hip-hop by bringing a new signature style to the industry,” Michael Smith, head of brand marketing for Starry, said in a press release. “Similarly, Starry is providing a refreshing burst of crisp, clear lemon lime flavor to a category that’s had limited options until now.”
Although Sprite has long played into hip-hop with its marketing, Coca-Cola’s brands have been absent from the Super Bowl in recent years. PepsiCo is a longtime Big Game advertiser and this year also has ads for Mtn Dew and Doritos.