SANTA CLARA, Calif. -- The Butterfinger candy brand has kicked off a new marketing campaign while free-falling from 12,000 feet above the ground.
Broadcast via Periscope, professional sky diver Carson Schram of NorCal Skydiving delivered an announcement to reveal Butterfinger’s return as an advertiser in the Super Bowl with a commercial that will air during the third quarter on Feb. 7, 2016.
Butterfinger remains Nestlé’s only brand to ever advertise on the sporting event broadcast.
The 2016 event marks Butterfinger’s second trip to the Super Bowl as an advertiser. In 2014, the brand introduced its new Butterfinger Peanut Butter Cups. This year, the brand will use its spot to launch a new brand message, Bolder Than Bold, inspired by “the inherent boldness of its crispety, crunchety, unapologetically in-your-face candy bar.”
“Butterfinger delivers a truly bold trifecta--a bold yellow wrapper, a bold brand personality and a bold, gets-stuck-in-your-teeth eating experience,” said Kristen Mandel, Butterfinger brand manager. “Butterfinger has always strived to live life to the fullest--full of laughs and not taking itself too seriously. Next year’s Big Game is the perfect platform to let Butterfinger’s funny, bolder than bold attitude shine. Butterfinger will be ready to celebrate boldness--in bold moves, bold people and bold events. Today’s announcement is just the first step in Butterfinger’s quest to take bold and make it even bolder in a way that is guaranteed to make you laugh.”
During the game, Butterfinger will take viewers to new, never-before-seen levels of boldness when it debuts its new 30-second ad. The spot will be created by Santo and directed by Armando Bo, co-writer of the Academy Award-winning film Birdman.
“I'm a huge sports fan so when I was given the opportunity to direct Butterfinger’s Big Game ad, I was instantly drawn to the project. The combination of such an iconic brand and a commercial for advertising’s biggest stage made this such an exciting spot to direct. Bringing Butterfinger’s bolder than bold essence to life was an unbelievably fun experience, and I think everyone will be excited and surprised by what they get to see on game day,” he said.
Glendale, Calif.-based Nestlé USA, with 2014 sales of $9.7 billion, is part of Nestlé S.A. in Vevey, Switzerland. Brands include Nestlé Toll House, Nestlé Nesquik, Nestlé Coffee-Mate, Stouffer’s, Lean Cuisine, Hot Pockets, Lean Pockets, Nescafé, Nescafé Clasico , Buitoni, Skinny Cow, Dreyer’s/Edy’s, Nestlé Crunch, Nestlé Butterfinger, Wonka and DiGiorno.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.