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Marketing Brew

Super Bowl 2025

Alyssa Meyers

marketingbrew.com

The Philadelphia Eagles’ decisive 40-22 victory over the Kansas City Chiefs in this year’s Super Bowl was cause for celebration among Eagles fans, but preliminary data suggests that advertisers might not have as much reason to cheer.

Average unaided brand awareness for Super Bowl advertisers, meaning the share of people who can name an advertiser from the game without being given a list, dropped slightly from 2024 to 2025, according to data that marketing analytics company Big Chalk shared exclusively with Marketing Brew. Proper attribution, or the share of people able to name a brand based on a description of its ad, declined even more dramatically. Both factors could be concerning for marketers who shelled out up to $8 million for 30 seconds of ad time in this year’s broadcast.

“A bad game can be bad for brands,” Big Chalk partner Rick Miller said. “I can’t tell you with definitiveness that this is going to hurt sales, but it’s not a good indicator.”

The average unaided awareness among the top 10 performing brands in last year’s game—one of only two Super Bowls to go into overtime, when the Chiefs beat the San Francisco 49ers by just 3 points—was 10%, according to Big Chalk. That figure dropped to 8.5% this year.

Several of last year’s top 10 brands improved their unaided awareness scores, including 

 Budweiser, which jumped from 13% unaided awareness last year to about 22% this year, per Big Chalk. Doritos’s unaided awareness score increased from about 13% after the 2024 game to about 15% this year, and Bud Light saw a small increase, from 8.6% to 9.2%.

, joined the top 10 brands in terms of unaided awareness after not making the cut last year. Nike and Jeep also made the top 10 this year (although neither advertised in the 2024 broadcast).

Overall, though, brands with the highest unaided awareness scores had lower scores compared to last year, hence the decline. Dunkin’, which scored 20% unaided awareness in 2024, saw its unaided awareness drop to 9.5% this year. And brands that were not among the top 10 performers this year “suffered even worse declines,” Miller wrote in a 

There could be a few reasons for the decline, including the quality of the ads themselves, but Miller said the lopsided game was the more likely suspect. With that said, this year’s Super Bowl broadcast brought in 

While unaided awareness can be an important metric, it’s not the only indicator of ad performance, Miller said. Big Chalk also tracks proper attribution by ad plot or celebrity endorser, meaning Miller and his team describe the stars or premise of an ad to Super Bowl viewers and then ask them to name the brand, which he said can be a “more direct comparison of how the ad actually engaged” viewers than unaided awareness.

But that figure was also lower this year, with the average attribution score down more than 20 percentage points from about 44% last year to about 22% this year.

Of the eight brands Big Chalk measured after selecting them at random, Reese’s had the highest proper attribution score, at about 34%, for its 

 promoting the Chocolate Lava Big Cup. Michelob Ultra followed with a score of about 32% for its pickleball-themed ad starring Willem Dafoe and Catherine O’Hara. By comparison, last year’s top performers, State Farm and Doritos, scored about 56% and about 54%, respectively.

Both Reese’s and Michelob Ultra ran their ads in the first half of the game, while the other six brands Big Chalk tested ran second-half ads, Miller said, which could be an indicator that viewers started tuning out after the halftime show.

“In part, that’s the gamble you take as a Super Bowl advertiser,” he said. “You’re not just gambling on your creative. You’re not just gambling on the message that you’re trying to execute. You’re gambling, a little bit, that the game is going to keep people engaged, and this year, it just didn’t seem to do that.”

Philadelphia Eagles after winning Super Bowl LIX 

Super Bowl ad recall metrics drop after blowout game: report

“A bad game can be bad for brands,” Rick Miller, a partner at marketing analytics company Big Chalk, told us.

Ryan Barwick

After winning his first Super Bowl, Philadelphia Eagles running back Saquon Barkley did what so many Philadelphia Eagles and their fans have done before him—shotgunned a beer, shirtless, in less than three seconds.

In a video capturing the feat that soon went 

 among sports accounts like Barstool and Bleacher Report, eagle-eyed viewers can just make out Barkley’s brew of choice: Open, a craft lager based out of Los Angeles.

 to advertise during the big game, but in the case of Open Brewing, the exposure came without the sticker-shock. In a write-up of the post-game celebration, a Sports Illustrated reporter 

 the cans were Open, calling the beer a “workingman’s beverage” choice compared to the celebration’s bottles of Armand de Brignac Ace of Spade Champagne, which retail for about $280.

David Sypniewski, Open Brewing’s managing director, told Marketing Brew the stunt was unplanned, but acknowledged the front-and-center placement benefited from the fact that the Eagle’s third string tight-end C.J. Uzomah is a fan—and an early investor in the brand.

“There wasn’t this nefarious coup, [like] we’re gonna hijack the Super Bowl,” Sypniewski said.

Open, which was founded in 2023 and has seven employees, is distributed in Southern California and Las Vegas and is served at some bars in Tokyo. Sypniewski said there wasn’t any “plotting” to sneak the beer into the Super Bowl. Instead, they sent just “enough” cases to Uzomah with the hopes of scoring a little bit of screen time.

“We had a perfect idea that this would happen,” Sypniewski said. “CJ is an owner. He likes the beer.”

 for rushing yards in the regular season and playoffs combined, does too. Sypniewski said friends immediately sent him the viral video of Barkley’s shotgun after it was posted.

“I was watching him shotgun and thinking about his 

, just going, this guy’s the best,” Sypniewski said.

Sypniewski said there was an “uptick” in interest following the game, although he acknowledged that was anecdotal. (“It’s not like we have a data team working around the clock to tally it,” he said.) If anything, he said, the viral moment has helped grow awareness of the brand.

Open isn’t planning any big marketing push out of the moment. Besides, the team wants to be careful not to go overboard, as

Open Beer wants to land with the fashion-forward “hypebeast” crowd, Sypniewski said.

“You don’t [want to] get cringy with it. You don’t run out and make Saquon t-shirts or stage shotgun races,” he said. “We’re not marketing geniuses over here.”

Collaged screenshots of Saquon Barkley, football runinng back player, shotgunning beer. 

Collaged screenshots of Saquon Barkley, football runinng back player, shotgunning beer. Credit: Illustration: Anna Kim, Screenshots via @DMRussini/X

Saquon Barkley shotgunned a beer after the Super Bowl, thrusting a little-known brand into the spotlight

Open Brewing, a Los Angeles-based brand with seven employees, got the beer in the hands of the running back.

Katie Hicks

ularity contest, and we’re all here to bear witness.

This year, prebiotic soda brand Poppi ran its second consecutive Super Bowl ad featuring influencers like Jake Shane and Alix Earle. But it wasn’t the creator campaign on the big screen that got people talking as much as the one online.

Ahead of the game, Poppi sent enormous pink vending machines to 32 creators and “fans of the brand” in NFL team cities, as well as The Boot bar in New Orleans. Recipients began posting videos of the machines, and mayhem ensued: some consumers expressed anger at Poppi for 

 to “rich people,” while others bemoaned the message it sent to fans of the brand and 

. “When it gets too extravagant…it just feels very out of touch,” creator Isabella Lanter 

 in a TikTok video response to the campaign.

All the while, fellow prebiotic soda brand Olipop, which did not run a Super Bowl ad, jumped on the opportunity to respond to comments, speculate on the cost of the vending machines, and even mail out Super Bowl-themed gifts. One comment from Olipop read, “For the record, those machines cost $25K each lol,” while a post on X said, “We don’t have vending machines, but who wants a jersey!!”

Allison Ellsworth, founder of Poppi, told Marketing Brew that the soda brand is now aiming to correct some of the information about how much it spent on its Super Bowl campaign, all while aiming to remain “above the fray” and figure out the best way to market Poppi moving forward.

“Hindsight is 20/20,” Ellsworth said. “The internet’s an interesting place where nobody ever knows what’s going to happen.”

Farial Moss, Poppi’s director of PR and communications, said the goal of sending the vending machines was to stand out as a Super Bowl advertiser. “If you’re going to launch something, you have to make a splash or nobody knows about it,” she said.

And make a splash it did. Many of the original creator videos generated millions of views and thousands of comments, and Ellsworth said that for the first few days of the campaign, “the sentiment was incredible.” As conversation grew, Olipop and other brands like Wendy’s began to chime in amid the criticism. In negative posts about Poppi across social media, Olipop’s official account could be 

 on how much Poppi spent on its Super Bowl ad (“it’s $8m per 30 seconds, and it was a 60-second ad sooo….”), and in another, it made the claim about the cost of the vending machines.

Ellsworth said Poppi did not spend $16 million on its Super Bowl ad and spent the same amount as brands like Doritos and T-Mobile (although she declined to share the exact dollar figure). She also said the supposed $25,000 price tag was “inflated by 60%.”

“We probably spent the least of any of those [Super Bowl advertisers] as far as marketing, is what people don’t get,” Ellsworth said. “The competitor [sharing] misinformation and bullying us online definitely played into it.”

Olipop declined to comment, telling Marketing Brew in an email that the brand will “let the consumers lead the conversation from here."

Earlier this week, Ellsworth took to TikTok in an effort to 

. One criticism of the campaign that came up repeatedly was that Poppi’s vending machines should have been placed in locations like 

“We actually do a lot of that type of stuff,” Ellsworth said. “But that’s not marketing.”

According to Ellsworth, Poppi donated more than 3.4 million cans last year to “various organizations, nonprofits, schools, and events,” and she noted that creator 

 received her vending machine at a party of first responders. “We don’t talk about it because I’ve always been one of those people who [says], ‘If you’re gonna do it, do it and don’t get the accolades because then you’re not doing it through the right lens,’” she said.

The plan was always for Poppi to take the vending machines back and redeploy them in future campaigns and giveaways over the next few years, Ellsworth said, not let influencers hold onto them forever.

“Nobody wants a big vending machine in their house,” she said.

Ellsworth said she is unsure how to send machines to some pre-planned post-Super Bowl locations without it garnering additional scrutiny. “I don’t think now I’ll want to overcorrect and scream it from the rooftops,” she said.

In a comment on Ellsworth’s response video, Poppi said it would drop off a machine at a hospital the Wednesday following the Super Bowl. Moss confirmed that so far, the machines have been sent to a fire station in Los Angeles, an elementary school in Phoenix, a community baseball and softball training center in Nashville, and a community center in Dallas.

From the outside, not everyone is convinced that the flack around the vending machines was warranted. “High investment has always been a theme in the Super Bowl, regardless of whether it’s going to influencers or something else,” Kelsey Chickering, principal analyst at Forrester, told us.

 in response to the saga, suggesting that soda brands “don’t need to be messy in people’s comments,” while creator and 

 for both Poppi and Olipop considering the outsize attention both brands received.

, comparing the vending machine stunt to 

 from the makeup brand Tarte because consumers were able to estimate (and therefore judge) the brand’s overall campaign spend. “Good marketing doesn’t exist in the context of bad sentiment,” she wrote in her newsletter, Link in Bio.

Morgan Zanotti, the co-founder of the condiments brand Primal Kitchen, said in a 

 that it can be difficult for a brand to market itself to younger consumers. Many of them, she said, “want to have the money, but [they] don’t want to see people have the money.”

Ellsworth said Poppi is taking the whole situation as a learning opportunity.

“It’s okay if people don’t understand the marketing side of it, because it 

 a lot of money,” she said. “I hear it and if we were tone deaf, we’ll own it and get better.”

Poppi and Olipop logos on boxing gloves. Credit: Illustration: Morning Brew Design, Photos: Poppi, Olipop

How Poppi’s Super Bowl vending machine campaign spiraled out of control 

Poppi founder Allison Ellsworth, who said competitor Olipop was “bullying [the brand] online,” is “taking this as a learning opportunity.”

Jasmine Sheena

This year’s Super Bowl had some memorable ads. We’re looking at you, Tubi head hats, Coffee mate tongues, and 

Every year, a handful of ads get the country talking for the days following the Super Bowl, but few withstand the test of time and stick with people for years to come. Budweiser and its Clydesdales not only won this year’s USA Today Ad Meter, but also 

 in the minds of marketers, regardless of their performance each year.

Budweiser isn’t the only Super Bowl advertiser the industry remembers fondly. Marketing Brew asked some of this year’s advertisers to share their gold-star Super Bowl ads from years past, not including ones from their own brands. Here’s what they said.

“I’m a child of Steve Jobs…The 1984 Apple spot will forever be like the dopest Super Bowl spot,” Dan Kenger, chief design officer at 

, told Marketing Brew. “It’s cliché, it’s trite…And I just feel like that spot was just so impactful, and it resonated with me a lot growing up.”

“The Audi horse head will forever cement itself in my brain, because it was just such a great moment in that brand’s history,” Danielle Hawley, 

 global head of creative and brand, said. “I actually worked on the brand for many years when I was on the agency side, and that irreverence and that boldness to really take on the competition as a challenger brand, I think, is a powerful statement that you can make in an environment like the Super Bowl.”

“I think the consumer insight is just so real, and the execution was brought to life so cleverly, and it’s just entertaining,” said Jessica Ettelson, brand director for P&G's weed killer Spruce, which ran a 

 Super Bowl ad in 19 southern markets this year. “And, not that there’s anything wrong with this, but it did not rely on celebrity or music. It has an element of just really great advertising.”

“It hits on everything needed to make a standout Super Bowl ad—a perfectly simple and clear brand message, humor (and, of course, Betty White talking trash),” Rachel Jaiven, marketing director at Häagen-Dazs, wrote in an email. “It was so memorable and still stands out to me as a top campaign.”

“I just melt every time I think about that ad,” Stacy Taffet, SVP of marketing for 

 Beverages North America, said. “I think it was surprising and heartwarming and [had] that emotional tug, different than a lot of other ads.”

“Super Bowl ads, I kind of feel like they take two approaches,” said Paul Coffey, senior brand manager of Tullamore DEW Irish Whiskey, which ran its first Super Bowl ad regionally in Chicago this year. “You can tug at the heartstrings, which Farmer’s Dog did very well, or you can go for humor. I think Bud Light’s ‘

,’ that kind of stuff, managed the humor side of things for the last few years, but Farmer’s Dog is one that comes to mind as that pulling of the heartstrings.”

 on social and then brought it to life and brought it home at the Super Bowl, to me, was really making the Super Bowl more than an ad,” said Laura Knebusch, VP of marketing at Georgia-Pacific, parent company of Angel Soft, which ran its 

“It’s a simple play on the name of a company and a brand willing to make fun of itself, in a way,” said Matthew Woodhams-Roberts, COO and partner at Special Group US, the agency behind Uber Eats’s Super Bowl campaigns. “The simplicity of the idea is just brilliant.”

Illustration: Anna Kim, Photos: @Budding, @darthvadercommercial, @CeraVe Skincare, @The Farmer's Dog/YouTube

This year’s Super Bowl marketers share their favorite Super Bowl ads

But they couldn’t choose the ads they worked on.

Turns out people will tune into the Super Bowl even if it’s a blowout.

Sunday’s game on Fox between the Philadelphia Eagles and Kansas City Chiefs saw an estimated 127.7 million viewers across linear and streaming, according to Nielsen, making it not only the largest big-game audience in TV history but also the largest audience for a single-network telecast in TV history.

Fox-owned streaming platform Tubi, which 

 for free this year, saw an average minute audience of 13.6 million and hit a peak of 15.5 million concurrent streams, according to the company.

Across all of Tubi’s game-day programming, which included a red-carpet event hosted by Olivia Culpo, Tubi recorded 24 million unique viewers, the streamer said.

“Tubi started as a scrappy underdog in streaming,” Anjali Sud, Tubi’s CEO, wrote in a company release about the figures. “This is a full-circle moment as we achieve new levels of scale and cultural resonance with viewers.”

About 4 million more people tuned in to the game than last year, when an average of 123.7 million viewers tuned in to watch the Chiefs beat the San Francisco 49ers in overtime across CBS channels and on Paramount+. Overall, viewership was up 3% year over year.

 Tubi’s livestream didn’t appear to suffer any major issues, unlike some 

 from platforms that have also recently leaned into live sports. The stream was relatively smooth, despite a small handful of complaints on X from users who had technical issues, according to streaming analyst Dan Rayburn, who 

 Tubi’s been scaling considerably since its acquisition by Fox in 2020. As of last month, it counted 97 million monthly active users, and the company said its users streamed more than 10 billion hours of programming last year. Earlier this month, the streamer released its first scripted series, a comedy called 

that stars Lauren Graham as an advertising exec, and it has introduced content initiatives 

, a production program focused on cultivating creators.

Kendrick Lamar is surrounded by dancers in red, white, and blue outfits as part of the Apple Music Super Bowl LIX Halftime Show at Caesars Superdome on February 09, 2025 in New Orleans, Louisiana

128 million viewers tuned into the 2025 Super Bowl, breaking records for Fox 

 On streamer Tubi, the simulcast had a peak of 15.5 million concurrent streams.

Little screen continued to be just as important as big screen this year for brand Super Bowl activations.

While there didn’t appear to be a singular social moment that compared to Oreo’s “

” tweet, there were certain trends and themes that emerged in how brands activated online around the Super Bowl.

 It wasn’t just Eagles and Chiefs players on the ground in New Orleans. The NFL hosted more than 

 to the Big Easy, and brands like Gatorade, Verizon, and Abercrombie & Fitch hosted creator-attended events there.

Streaming platform Dazn, which oversees NFL Game Pass International, sent creators to generate 

 content to raise awareness of the game in Europe and the rest of the world, Joe Caporoso, president of Team Whistle, which runs Dazn’s social strategy, told us. The focus, he said, was on “volume and getting more faces down there in more short-form formats.”

Kelsey Chickering, principal analyst at Forrester, also pointed to the number of 

 that popped up this year around the big game. “It’s interesting to see…this comeback of the live brand activation in-person event and using that as a vehicle to bring in creators, get them to make content, and have that branded content be made naturally in those situations,” she told us.

 hummus have brought creators like Addison Rae and Charli D’Amelio to the big screen in their Super Bowl ads. This year, it seems to have been all about Alix: Creator Alix Earle was featured in Super Bowl ads for both 

On the flip side, some brands deployed the celebrity partners they worked with for their Super Bowl ads online. Pringles 

 actor Adam Brody with creator and chef Meredith Hayden, who has 3.5 million followers on TikTok and Instagram as @WishboneKitchen, to drive buzz before the game. The brand also worked with NBA star 

 and paired him with creator and barber Victor Fontanez.

“We know that lo-fi content and creator content performs best with our Gen Z audience,” Diane Sayler, senior director of full-funnel marketing, salty snacking, at Kellanova, told us via email. She said that Pringles’s “strategy was to show up in surprising corners of the internet and leverage our celebs in unexpected ways, including creator-led content.”

 not with a big-name creator or celebrity, but with a misspelling on billboard and newspaper ads. “We didn’t want to make it obvious this was the beginning of our big-game campaign,” Marcelo Pascoa, VP of marketing for Coors Light, told us via email. “Instead of obviously promoting the mistake, we boosted it with paid and encouraged fans and brands to comment on our organic apology post.”

 its Crash the Super Bowl contest, allowing fans to create and submit their own ad, and encouraging others to vote on their favorites.

As far as lead-ups go, Chickering told us she didn’t see one this year that wowed her quite as much as last year’s 

 with Michael Cera, which teased the ad with organic-seeming creator content, but she added that time will tell what the lasting cultural impact of this year’s efforts will be.

 Instead of running a TV ad, some brands, like 

, went all in on social media for their Super Bowl strategy this year. Makeup brand e.l.f., which ran an ad in 

, opted to host a virtual “e.l.f.time Show” 

 and run an ad in Animal Planet’s Puppy Bowl instead.

 campaign, but this year it refrained from advertising around the game altogether. Given everything that’s 

 with the TikTok ban, Caporoso said he anticipates less reliance on a single social media platform in future Super Bowl campaigns. “[It’s] a good reminder of how any of these platforms could go away or change at any moment,” he said.

 online lead-ups to the Super Bowl in recent memory as brand teams considered where to post given potential platform bans and 

. When it was still unclear whether TikTok would even 

 on game day, Mae Karwowski, founder and CEO of influencer marketing platform Obviously, told us that marketers were thinking through creator back-up plans and working to ensure any partners had significant followings beyond TikTok.

“While we kept the TikTok ban in mind when planning out our content, we didn’t let the potential of it going away limit or hinder our creative thinking,” Sayler said. “Instead, [Pringles] placed more of a focus on ensuring any content we made could easily live on other platforms, if it came to it.”

posting through it continued to be a major social strategy for brands during the Super Bowl. Duke’s Mayo Bowl 

 on Threads, Pringles and Little Caesars 

 their similar Super Bowl ads on Instagram, and Duolingo 

 of cartoon children singing Kendrick Lamar’s “Not Like Us” on TikTok.

Collaged images of brand ads. Credit: Illustration: Anna Kim, Photos: @e.l.f Cosmetics, @wishbonekitchen, @Duolingo/TikTok

Super social: How brands activated online around this year’s Super Bowl 

From “lo-fi content” to Drake-dissing choir videos, brands like Duolingo, e.l.f., and Pringles looked to make a big impact on smaller screens. 

Jennimai Nguyen

Jason Kelce has a pretty distinct look: bushy beard, dark eyebrows, and the build of an offensive lineman. Ahead of this year’s Super Bowl, Marriott Bonvoy found 25 guys who look just like him to keep fans all over New Orleans guessing.

In the week leading up to the Super Bowl, the hotel loyalty brand tapped into the growing popularity of 

 by holding its own version. Instead of putting out a call for fans to enter themselves into a look-alike contest for a city-associated celebrity, as was the case for Timothée Chalamet look-alikes in New York or Jeremy Allen White doppelgängers in Chicago, Marriott Bonvoy gathered its own Jason Kelce look-alikes to scatter throughout NOLA. Then, five fan duos competed to find the real Kelce during the brand’s activation, with the winning pair scoring a stay in the Courtyard Super Bowl Sleepover Suite inside Caesars Superdome itself, and tickets to the big game the next day.

The event was designed to add a little more fun around the Super Bowl, a matchup between Kelce’s former team, the Philadelphia Eagles, and his brother Travis Kelce’s Kansas City Chiefs, while also leveling up Marriott Bonvoy’s partnership with Jason Kelce, who has served as the brand’s first-ever “Fanbassador” since September, according to Peggy Roe, EVP and chief customer officer at Marriott International.

“We’ve been doing the Super Bowl sleepover for a while, and it’s always gotten interest within our customer community,” Roe told Marketing Brew. “So we were thinking about, ‘Well, how do we really tie this to the rest of our campaign and what we’ve been doing with working with Jason Kelce?’”

For Marriott Bonvoy, pulling off the Super Bowl-timed stunt wasn’t about getting in on an internet trend, but was centered on freshening up the approach to its Sleepover Suite experience, now in its ninth year, according to Roe.

“We’ve had these different experiences every week leading up to the Super Bowl for our members to bid their points and experience, which has created a lot of buzz,” Roe said.

This year, the events culminated with the Kelce look-alike activation, which Roe said began when the brand posed its annual question to members: “Why should you be selected to sleep over in our Courtyard Super Bowl Suite?”

Members who answered the question via a social media contest the previous fall had the possibility to become Kelce-finding contestants. The contest asked Marriott Bonvoy members to fill out a questionnaire about their love for the NFL and Jason Kelce, and after a round of interviews with some semi-finalists, the team narrowed down 5,000 applicants to the final five, who came to New Orleans to compete in the Kelce search, according to Jacob Ron, director of global PR at Marriott International.

While Ron said the idea began percolating ahead of the celebrity look-alike trend taking off, seeing the popularity of others around the country helped solidify the idea.

“When we saw the look-alike trend sort of starting, it was actually really encouraging for us, because we knew that we were on top of something that was culturally relevant, but really wanted to make sure that we had our own spin on it,” Ron told us.

While the five fan duos looking for the real Kelce were self-submitted contest winners, the actual look-alikes were sourced by working with a production team who found NOLA-area doppelgängers—plus one Philadelphia-area native, Garrett Podhyski, who placed second in the city’s Kelce 

 in December and was flown in by the brand to join the fun, according to Ron. Look-alike inception, if you will.

“It's amazing how many people look like Jason Kelce, even just the region,” Ron said.

The stunt resulted in over 200 media placements across national and local media publications, including 

, GQ, and others, which added up to nearly 2 billion earned impressions, according to Ron. On social, the brand shared content featuring Kelce and the look-alikes, including four different 

 across the Marriott Bonvoy and Courtyard Instagram channels as well as a stills carousel and story posts, rather than attempting to create (or wait for) a fan-generated viral moment.

Roe said she credits Kelce’s excitement for creating experiences as a driving force that has allowed the team to do “fun and crazy things together for members” all football season long.

“Our whole philosophy with [these] moments is, ‘How do we create these once-in-a-lifetime experiences that people couldn’t think of creating [themselves], and you can’t really just buy off the shelf?’” Roe said.