Jay Kolpon
Jay Kolpon
challenge everybody paying pressure product super
You do put pressure on yourself and your product because everybody is paying attention. Our challenge was to make a Super Bowl-worthy message.
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We're very excited that we do have Super Bowl-worthy advertising for the pre-game.
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We decided to ... reach as many people as possible by buying a Super Bowl spot. In our business, you want to reach a lot of people. This vehicle is unprecedented in how many people it reaches in a short amount of time. People tune in to watch the commercial. It's a whole different environment.
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Alka-Seltzer has some of the most famous advertising of all time and the brand has withstood the test of time. This was a way to tap into the 75th anniversary. Tapping into the familiar, tried and true seemed a very natural place to go.
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The media environment is getting more fragmented, yet we still want to reach as many people as possible. To reach so many people in such a short amount of time was actually a good value for us.