It’s game time for Oatly, who appears to be on the Super Bowl – and on US open TV – for the first time.
The Swedish brand of oat milk is usually a much smaller advertiser, with ads outside the home in the U.S.
Now, it looks like he’s going to jump onto the most important stage of advertising with a 30-second commercial. It would be a huge marketing leap for the brand, which makes many displays outside the home full of words it creates internally, but has not used national TV in the United States to promote its oat products.
The brand posted a T-shirt that said “I totally hated that Oatly ad” on its US website.
“The rules of time and space make it impossible to return the 30 seconds you just spent watching our Super Bowl commercial, but at least we can give you this free T-shirt that lets the world know where you are in our attempt to promote Toni’s singing skills to a wider audience, ”Oatly posted on his website. “Feel free to use it with pride, knowing that we are not offended, as we believe that having different opinions about things is what helps to move society forward, even if those opinions are strong enough that you want to use them in the form of a T-shirt ”.
If Oatly really had a national ad in the game, that would make him the 22nd confirmed Super Bowl advertiser in 2021. That’s double what was in the 2020 game. On average, between 2010 and 2019, there were eight new advertisers in the game.
Oatly did not immediately respond to requests for comment. The brand does not run TV commercials in the U.S., according to data available on iSpot. Last month, she launched a campaign in the UK showing teenagers embarrassing their parents for consuming milk.
Oatly is not the only oatmeal maker trying to get viewers’ attention today. Chobani plans to maintain a 15-second commercial for its oat milk at local CBS stations in 11 markets, including Tampa, where the game is being played.
And in the dairy news, Danone’s Oikos, the NFL’s official sponsor in the yogurt category, is showing a commercial before the game and during the live broadcast, not during the game broadcast on the TV itself.