Do you mostly ask what companies are not doing super bowl commercials in 2023? Are you curious as to why these companies decided to stop airing Super Bowl commercials in 2023? Are you passionate about what makes these brands so unique? Also, are you interested in learning about the Super Bowl’s drawbacks?
If your answer to the above questions is yes, then read this article. It provides the answer to all the questions.
Super bowl commercial is an important marketing strategy to earn profits by keeping customers informed about products and services and thus resulting in massive sales.
Some companies oppose the accepted procedures that most advertisers live by today, and it separates them and creates buzz due to their innate uniqueness.
This article contains information about companies that are not airing super bowl commercials and what you can gain from every one of them.
Table of contents
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What are Super Bowl Commercials?
Super Bowl commercials, sometimes known as Super Bowl ads, are well-known television advertisements that air during the Super Bowl, the National Football League’s championship game, on American television (NFL). Since many fans only watch the game to see the advertisements, Super Bowl commercials have also developed into a unique cultural phenomenon.
Why are Companies not doing Super Bowl Commercials?
Many of the best companies have proven they don’t need super bowl commercials. These companies attract customers because of the experiences they provide and the high caliber of their goods.
Successful companies use their products, reputations, and stories to draw customers in contrast to less successful businesses that believe they require advertising to do it. It’s known as public relations.
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Reasons Some Companies are Not Doing Super Bowl Commercials in 2023
- Consumers aren’t turning on a TV or going online simply to see super bowl ads.
- People have become accustomed to avoiding clutter and ignoring advertisements. Customers can bypass TV advertising thanks to the development of the DVR. Advertisement typically blends in as unnoticed background noise.
- Experience and quality are important.
- Are you offering your consumers a unique experience they won’t get anywhere else? You will distinguish yourself from your rivals based on the caliber of your staff and product. Provide your clients with what they are due. When you give your consumers a first-rate, white-glove service, they will spread the word.
- PR builds trust and educates.
- Your company and its spokesperson can be highlighted and cited in publications such as newspapers, journals, blogs, TV shows, radio programs, industry newsletters, and websites to help your brand stand out and escape the clutter of other advertisements. This will establish your business as a thought leader in your field.
- PR creates relationships.
- Relationships are formed through PR, which also serves to inform and offer up. PR forges connections with reporters, who will look to you as an authoritative source for their articles on your sector. PR also fosters customer relationships by giving them a brand or identity they can identify with.
- Commercials don’t go viral.
- When you publish a news article in print and online, it will be picked up by other publications, which may summarize, republish, or link to your original article. A news article can quickly garner significant interest in today’s social media-driven society with the press of a mouse. That kind of interaction is uncommon in advertising campaigns.
- It is expensive.
Public relations’ ROI surpasses that of advertising by a wide margin. Compared to advertising, public relations produce more credible messages.
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The Primary Drawbacks of Super Bowl commercials
According to the critics, Super Bowl commercials have the following drawbacks:
(1) Adds to Costs:
A lot of money must be spent by an organization on advertising. The price of the products rises as a result. The cost of the product is increased to cover this outlay. No manufacturer pays for advertising expenses.
Thus, advertising causes unneeded price increases. The phrase “advertising costs are passed on to the consumers in the shape of excessive prices” is used in this context.
(2) Undermines Social Values:
For most individuals, advertising is a form of daydreaming. People are being led away from reality and into the world of artificiality by it these days. People can learn about new products through its medium.
They only actually use a very small number of products. They are particularly irritated by new items’ brilliance. People want to buy them but need more means to do so.
As a result, individuals begin to feel frustrated with their current situation. You might argue that advertising undermines social values if seen as a social evil.
(3) Confuses the Buyers:
Many a time, a distorted version of reality is shown in advertising. Believing in advertising, consumers buy the product. On its use, they feel cheated.
They later realized that the information in the advertisement was something else, whereas the actual product was quite different. Thus, people lose confidence in advertising because of the wrong presentation.
In this reference, it is said that advertising confuses rather than helps.
(4) Promotes the Selling of Lackluster Products:
In the advertisements, every company presents their product as superior. Hence, the buyer cannot decide which product is actually wonderful.
Hence, obtaining a high-quality product is challenging even after paying a high amount. A vendor develops a habit if he receives a reasonable price for a defective product. It also impacts other merchants.
As a result, advertising is said to stimulate the selling of defective goods.
(5) Some Advertisement is in Bad Taste:
Advertising frequently includes derogatory language and graphic imagery to appeal to a particular demographic. They could be disparaging to a specific class. Social values decline as a result of it.
People often dislike this type of advertising because it offends their sensibilities. Certain commercials are said to be offensive in this citation.
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Companies that are not doing Super Bowl Commercials
Thus, here are companies that are not doing super bowl commercials and what you can gain from every one of them.
1. Lamborghini
2. Coca-Cola
3. Natural ice cream
4. Ferrero Rocher
5. Budweiser
6. Rolls-Royce
7. Ford
8. Hyundai
9. Tupperwave
10. Little Caesar’s
11. Zara
12. Olay
#1. Lamborghini
Owning a swift, powerful, and expensive animal is a fantasy for many individuals. From $0.5 to $6 million is what it costs. Lamborghini is fully aware of its target market and has mastered the art of turning them into customers. Lamborghini views commercial television advertising as an expensive waste of time.
The CEO of Lamborghini was asked at a meeting, “why the company doesn’t publicize?” He stated, “We don’t see Lamborghini television advertising that people who can afford them don’t sit in front of the TV all day.”
Although Lamborghini advertises through various media, it mostly uses websites, TV shows about cars, the engine shows, magazines, and vendor promotions. It is one of the top companies not doing super bowl commercials.
#2. Coca-Cola
Since 2006, Coca-Cola has aired a commercial during or just before the Super Bowl. This year, they won’t. In a statement released on Friday, Coca-Cola stated that it had made the “tough decision” to ensure it was investing in the proper resources during these exceptional circumstances.
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#3. Natural ice cream
Customization of the brand in terms of Indian flavors has also proved advantageous. Natural ice cream has never been advertised and relies only on word-of-mouth promotion.
This corporation has a market share of just over 10% as of 2021.
Natural ice cream is one of the renowned companies that are not doing super bowl commercials.
#4. Ferrero Rocher
More than 61.4 million dollars and 11.4 billion euros worth of chocolate were sold by Ferrero Rocher in 2019. The corporation offers its products in 170 different countries. Ferrero provides its customers with products of the highest caliber and divine flavor.
The fact that the organization’s output has a consistent flavor worldwide is a key factor. The chocolate balls are additionally made more enticing and beautiful by their wrapping.
Ferrero Rocher builds customer relationships to meet their quality, flavor, originality, form, and development needs. This business rarely runs TV ads and only uses digital promotion.
According to Ferrero, the best way to increase the number of its customers is to be honest with them and continually keep emphasizing each product’s unique selling proposition.
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#5. Budweiser
No puppies or Clydesdales this year; they apologize. Anheuser-Busch, the world’s largest beverage company, usually has some of the most well-liked Super Bowl commercials, but this year it won’t run any promoting Budweiser, its signature product.
Variety reports that instead of spending the money on Budweiser advertisements, the business will donate it to the Ad Council, promoting public awareness campaigns urging Americans to obtain the coronavirus vaccine. You’ll still get your fix of beer commercials, be rest assured.
More than four minutes of advertisements promoting Anheuser-other Busch’s products, such as Michelob Ultra, Bud Light, and Bud Light Seltzer Lemonade, will still be broadcast.
#6. Rolls-Royce
None of you would have likely witnessed this ostentatious automaker loudly promoting itself to the audience. It benefits from its reputation among its wealthy clientele. Only a small group of people will claim the brand name. Therefore it has a feeling of exclusivity, and it exudes pride.
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#7. Ford
Ford, a Super Bowl staple, won’t run any commercials this year. Instead, it developed a “Super Bowl-worthy” marketing campaign for the new Bronco Sport, including commercials that debuted in early January 2021 during playoff games.
Ford is one of the famous companies that are not doing super bowl commercials.
#8. Hyundai
Early in January, Hyundai announced that it would miss Super Bowl LV. We’ve always been solidly in [the Super Bowl], but this is a different moment in a different year, Hyundai CMO Angela Zepeda said in an interview with AdAge.
The choice was made “based on marketing goals, the timing of upcoming vehicle releases, and where we felt it was best to concentrate our marketing resources,” according to a statement from the firm that provided more details.
Hyundai is one of the prominent companies that are not airing super bowl commercials.
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#9. Tupperwave
Thanks to his astute strategies, Earl Tupper began selling household plastics and completely transformed the kitchenware industry. Tupperware greatly achieved this by researching an untapped market and using direct selling instead of another marketing tactic.
With an annual revenue of over Rs 100 crore, Tupperware India views its sales personnel as the driving force behind the company rather than advertising or another temporary campaign.
#10. Little Caesar’s
According to Ad Age, the pizza chain, which ran its debut Super Bowl advertisement last year, won’t return in 2021. Jeff Klein, CMO of Little Caesars, said in an interview for the Marketer Brief podcast, “I think you’ve got to have something essential to communicate.” As a brand, we don’t have a problem with unaided recognition.” Instead, it began a “Big Pizza” promotion in the first few days of January.
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#11. Zara
The first Zara retail design store started in 1975, and as of 2016, the company boasted 2000 locations across 77 countries. Instead of emphasizing progress, Zara concentrates strongly on its product, location, and value.
They first focus on men, women, and children in densely populated metropolitan areas. Second, they manufacture modest, fashionable apparel with extreme care.
Also, they only produce a few items to create a sense of urgency in their customers. Zara stands out since it only spends 0.3% of its sales on advertising. It’s interesting to note that Zara never prints its name or emblem on any of its products.
#12. Olay
According to Ad Age, the P&G brand has run advertisements for the past two years but won’t do so in 2023. Conversely, the corporation “is committed to its messaging around women in STEM for the next decade, and this year will lean more strongly into the International Day of Women and Girls in Science on Feb. 11,” according to Ad Age.
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What makes these companies so unique?
These businesses have confidence in themselves. They maintain their attention on the problems that their customers face and let their goods and services do the talking. Some companies have benefited greatly from the digital boom and recent developments in digital expansion. These businesses have achieved their reasonable objectives by utilizing top-notch digital techniques.
FAQs
Most sales were in the $6 million to $7 million range. With three minutes of national exposure, Anheuser-Busch continues to be the leading advertiser. This year, Heineken, Diageo, Remy Martin, and Molson Coors also compete because the beverage industry giant gave up its contract to be the exclusive alcohol marketer.
Super Bowl advertisers use the game to promote their products since there are so many captive viewers before, during, and after the game.
Even though those prices may be out of this world, Fox claims they are all sold out. The fact that so many people watch the Super Bowl is the main factor in why businesses are prepared to pay so much for a time during the game. 99.18 million viewers watched the Rams vs. Bengals matchup from the previous year.
According to Front Office Sports, Fox has set the price of a 30-second advertisement at $7 million as of 2023. The cost of the ads makes them the most costly Super Bowl commercials ever. The price of a commercial for the last Super Bowl that Fox hosted in 2020 was $5.6 million.
Conclusion
Studies show that people are far more likely to believe a news story than a super bowl commercial. To join the ranks of some of the best companies, research and find a public relations (PR) firm that fits your needs and aligns with your brand. This shows that most of the best companies have proven they don’t need super bowl commercials. Consumers buy from these corporations because of the experiences they offer and because of the quality of their products.
Reference
- axiapr.com – 6 reasons great brands don’t advertise
- entrepreneur.com – These Are 10 Brands That Won’t Air Commercials During Super Bowl LV
- startuptalky.com – 6 Brands That Do Not Advertise and Probably Never Will
- yourarticlelibrary.com – 5 Important Disadvantages of Advertising
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