Well, not entirely. Sure they’re committed, but based on the actual market results, some brand managers should be committed. OK, old Groucho Marx joke, but a couple of things: First, the brands that perennially advertise on the Super Bowl are pretty much known by most sentient beings already, and in this century are mostly expected by consumers to show up for the big game. It isn’t a surprise to them that Doritos is there again this year or one of the film studios is promoting a new movie. More importantly, it often turns out to be a pretty bad investment if the brand was expecting to influence consumer behavior and grow their profits and market share. Just ask the entertaining SodaStream. Or sentimental Budweiser, the diverting McDonald’s, or equally enjoyable Coca Cola. For all the creative kudos and social shares, they’re not doing so hot in the marketplace these days.
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