In the old days, viewers had to wait until Super Bowl Sunday to see Super Bowl ads, but that’s not the case anymore, as social media monitoring and competitive intelligence company Digimind Social has the skinny on which Super Bowl ad campaigns are already catching on.
The battle spoons have come out. In an interview with the San Francisco Chronicle, Chobani Chief Marketing Officer Peter McGuinness declared, “2014 is the year of the yogurt wars.” With Super Bowl Sunday on the horizon, we’re about to witness the first of many battles. Greek yogurt titans Oikos, Yoplait, and Chobani are all looking to capitalize with primetime spots during Super Bowl XLVIII, but is reach all they’re after? If so, they’re making a mistake. In a market that accounted for $7.6 billion in sales in 2013, there’s already a high level of general awareness. More than starting the conversation, brands need to work on shaping it, and influence in the Greek yogurt market is the holy grail. For that, brand advocacy is key, and Facebook is an open door.