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Let It Snow?

This year's Super Bowl in New Jersey will be only the fifth
to be played in a cold-weather climate—and, if the Farmer's Almanac is right, the first of them to be played in snow. Are winter-weather brands extra eager to advertise?

[Illustration by Miguel Montaner]

Yes: Snow makes it rain

Seventy percent of advertisers said that the weather has heightened their interest in the game, according to a survey by consumer PR agency Taylor Strategy. And after Oreo scored big last year by reacting quickly to a brief blackout during the big game, advertisers will be primed to pounce on any snow-related opportunities.

No: Snow's just status quo

"In February, people who haven't made a winter tire purchase start thinking, Well, I only have a few more weeks until March," says Phil Pacsi, VP of consumer marketing for Bridgestone Tires. Much better timed is the NHL Winter Classic in early January—which Bridgestone sponsors.

A version of this article appeared in the February 2014 issue of Fast Company magazine.