By: Sarah Loula
Creating Culture, Conversation, and Cash
The Super Bowl isn’t just a game—it’s an event. With 123.7 million viewers tuning in for the 2024 game, that number doesn’t even account for those watching at parties, bars, tailgates, and with family. That’s over a third of the U.S. population! Whether you’re there for the action, the commercials, or just to keep up with the Monday water cooler talk, the Super Bowl is a spectacle that captures attention across the country.
As a Bears fan, I’ve learned to embrace the excitement in other ways—either by picking a team to root for or simply flipping a coin to decide who gets my temporary loyalty. But no matter who’s playing, the buzz surrounding the game is undeniable.
The Power of Super Bowl Ads
Super Bowl commercials have evolved into a cultural phenomenon. From humble beginnings in 1967, when a 30-second ad cost just $37,500, to a staggering $7 to $8 million price tag in 2025, brands are willing to pay top dollar for a moment in the spotlight. Why? Because they know they have a massive, engaged audience hanging onto every second.
Beyond Commercials—Innovative Brand Strategies
However, brands don’t have to buy a multi-million-dollar ad to be part of the conversation. Smart marketers are finding creative ways to insert themselves into the Super Bowl experience through social media engagement, contests, and giveaways.
- Supercuts is offering free haircuts to fans who register in advance—if the combined final score reaches 75.
- Jif Peanut Butter is running a playful campaign called “Save the Celery,” encouraging consumers to enter for a chance to win free peanut butter, highlighting the often-neglected celery that comes with wing platters.
- Dunkin’® made waves in 2024 with its “DunKings” merch line, promoted in a Super Bowl ad starring Ben Affleck. The collection sold out in under 20 minutes, proving that well-designed branded merch can be just as impactful as an expensive ad.
How Brands Can Win the Super Bowl—Without an Ad Spot
If your brand wants to make an impact without spending millions on an ad, here’s what they need to know:
- Merch is King – Well-designed, buzzworthy merch can turn fans into walking billboards.
- Make People Talk – Find creative ways to start conversations, whether through humor, nostalgia, or surprise giveaways.
- Think Outside the Box – Engage audiences in unexpected ways, like interactive social media campaigns or real-world experiences.
- Have Fun – The Super Bowl is all about entertainment. The more fun your brand brings to the experience, the more memorable you’ll be.
The Super Bowl is more than just a game; it’s a massive opportunity for brands to connect with consumers in fun and creative ways. Whether through merch, social campaigns, or engaging activations, the key is to get people talking. And who knows? Your brand might just become the MVP of the conversation.