Dannon Oikos Wins The Big Game: Super Bowl ROI is in the Buzz Pre-game GRPs delivered Oikos a positive ROI on “The Spill” Super Bowl spot and rendered Dannon victorious over Chobani. Historically, beer, soda and car companies invest millions in media buys for the Super Bowl. In 2014, two yogurt giants, Dannon and Chobani, joined the mix and brought their fight for Greek category leadership to the field. Not only did Dannon win the Super Bowl battle, they also won the big game war. With the price of a 2014 Super Bowl spot being approximately $4M, justifying the investment can be difficult. The real ROI comes from the big game war which is the PR buzz generated in the weeks leading up to the event. Pre-game buzz around Super Bowl is in full swing a week before the game. Dannon hit the media circuit with spokesman John Stamos early in the week with teaser spots dumbed “bromance”. There were seven videos that appeared on morning shows and YouTube generating buzz for the spot that would run during the game (Oikos Bromance, 2014). Dannon did not only utilized Stamos they enlisted Bob Saget and Dave Coulier as well to generate a …show more content…
Having both companies leaking ads was great for the category and generated more media attention and increased GRPs. On January 28th, Business Week and Ad Age both released articles about the Super Bowl spot competition between the two yogurt companies. In Business Week, the article included links to both companies’ spots providing more GRP opportunities to the brands (Gruley, 2014). Ad Age also provided links to the spots and offered a poll for viewers to take. The poll was the first definitive result that Dannon was winning the war. The poll revealed 67% of viewers favored the Oikos spot over the Chobani spot. (Diaz., 2014). There is no doubt the pre-game buzz and GRPs drive ROI but that does not mean the Super Bowl itself is