By Barry Janoff
September 3, 2013: The NFL season does not start until Thursday, but companies are already lining up to take advantage of the buzz that will build to Super Bowl XLVIII in February.
The Dannon Co. said today that its Dannon Oikos Greek yogurt brand would air a 30-second spot on Fox during the broadcast of Super Bowl XLVIII, to be played in MetLife Stadium on Feb. 2, 2014.
Dannon said that sales of Oikos have "more than doubled" since its first Super Bowl commercial in 2012, which starred actor John Stamos (pictured). The brand did not run a commercial during Super Bowl XLVII.
Dannon did not reveal details of the Super Bowl creative, but said that the commercial would be part of a larger integrated marketing campaign.
Dannon said it would support the Super Bowl spot with print, Internet and social media such as Twitter, Facebook and YouTube.
Thirty-second spots during Super Bowl XLVIII should average about $3.7 million but could go for upward of $4 million, according to industry analysts.
General Motors recently said that it would return to the Super Bowl roster after skipping the broadcast this past February.
“It’s a big decision to advertise during Super Bowl and it shows our commitment as the leading yogurt maker to help Americans make better food choices and to encourage Americans to eat yogurt every day,” Michael Neuwirth, senior director of PR for Dannon, said in a statement.
According to Neuwirth, "After our strong showing within the top ten of Ad Meter two years ago, we’re ready to again create a really exciting experience for viewers that promotes a more healthful and nutritious offering than what is traditionally advertised during the big game.”
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