French dairy giant maker Danone is to air an advertisement during Super Bowl XLVI, one of the flagship sporting events in the US.
Dannon, the US arm of French dairy giant Danone, said it will be the first yoghurt company to show an ad during the iconic sporting event.
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The Super Bowl, which will be held in February, reached around 111m viewers last year and prices for advertising space typically cost millions of dollars. Dannon did not disclose the cost of its ad, nor the details, although it did say it is planning a “fully-integrated campaign”. It will be shown during the third quarter of the match.
“Compared to other parts of the world where yoghurt has been enjoyed for centuries and is a part of every meal, most Americans choose less healthy options despite the abundance of great-tasting, better-for-you options like yoghurt,” Dannon senior director of PR Michael Neuwirth said. “With the first-ever yoghurt advertisement during the Super Bowl, yoghurt is ready for the big game.”
