One of the biggest talking points coming out of the Super Bowl aside from the game itself is always the commercials. Companies that are able to deliver memorable ads earn themselves valuable air time well beyond the initial airing of the commercial.
Nestle hopes its Super Bowl XLVIII advertisement for the new Butterfinger Peanut Butter Cups strikes gold. The spot features a "couples therapy" theme with peanut better and chocolate represented by a couple with differing views about change:
What makes the commercial work beyond the intriguing product is the different potential meanings for the change they are talking about.
From a Butterfinger standpoint, the change is adding another product along with the candy bar which has been around for decades. The peanut butter cups will presumably try to build off the success of that brand and flavor in a new style.
The other type of change is getting people to switch from Reese's Peanut Butter Cups to the Butterfinger version of the product. Ultimately, that's the biggest hurdle facing the snack from being a success over the long haul.
So it's an ad campaign that will probably have multiple parts moving forward as Nestle tries to make a major impact on the market. The Super Bowl commercial was just the tip of the iceberg in terms of trying to build further hype.
Butterfinger has also been using social media to get the word out:
Whether it will end up ranking high among all the spots is up in the air. It's a good spot that definitely makes the brand connection companies are hoping for, but standing out on Super Bowl Sunday usually takes a lot of entertainment value.
There are a lot of brands bringing out major stars and doing crazy stunts to leave a lasting impression once the game comes to an end. The "couples therapy" ad could end up being enough to get people talking, but it all depends on the strength of the overall crop of ads.
If the commercial is a hit, it will be a major victory for Butterfinger.