One. That’s precisely how many women-focused spots by “beauty brands” have aired in the Super Bowl in the past 12 years. That would be the 2017 spot from salon hair care brand, It’s a 10, but even that spot didn’t REALLY target women.
Before that, you have to go back to 2006 to Dove’s breakthrough “Little Girls” spot.
That’s a poor showing for such a lucrative CPG category, despite data showing that around HALF of all NFL viewers are women.
Thankfully, Olay has thrown its hat in the Super Bowl ring for the first time in the brand’s history with a 30-second ad in this year’s game. No details have been released, but a brand spokesperson called the ad’s strategy “unexpected and designed to feature the killer skin transformation that women have come to expect from Olay.”
We kind of assumed the ad would focus on “killer skin transformations,” but it’s the first word of that quote that we’re looking forward to. Let’s just hope that Olay’s definition of “unexpected” delivers on the suspense.