Snacks & Candy

Which Super Bowl Ads Drove ‘Instant Buzz’?

goPuff index shows the snacks, candies and drinks that made an impression
pringles potato chips
Photograph: Shutterstock

PHILADELPHIA — Delivery service goPuff's Instant Buzz Index shows some of convenience stores' most familiar brands earned the biggest boost from television ads shown during the Super Bowl on Feb. 7.

The Index measures “the immediate impact of the big game’s commercials on the instant consumer demand (and gratification) for those products”—of those available via goPuff—as seen through goPuff customer data.

The measure shows Kellogg’s Pringles’ ad drove the most buzz, with a score of 100, followed by Mars’ M&M's, Anheuser-Busch’s Bud Light Seltzer and PepsiCo’s Mountain Dew.

"Pringles and M&M’s saw the biggest increases in orders in the hour following their big game ads (vs. the hour before)," said Philadelphia-based goPuff.

The top 10 brands were:

BrandInstant Buzz Score
Pringles100
M&M's98
Bud light Seltzer94
Mountain Dew89
Hellmann's56
Cheetos45
Doritos32
Bud Light16
Tide15
Rockstar9

Source: goPuff

Other national trends from the game reported by goPuff:

  • GoPuff orders peaked right after kickoff. Orders were 33% higher in the 6:45-7:00 p.m. EST window than throughout the rest of the evening.
  • Ben & Jerry’s and Coca-Cola were the two most ordered brands in the pregame time period; each present in 9% of all pregame orders.
  • Fans left salty snacks behind once the game started. Tostitos was the No. 5 most ordered brand pregame but fell to No. 19 during the game. Similarly, Ruffles and Fritos each dropped 20 spots after kickoff.

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