- 01.13.14
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.
