February 1, 2023 by iSpot Team
Super Bowl Sunday is one of the biggest nights of the year for marketers, and these days the advertising action kicks off weeks in advance, with brands releasing teasers of their Big Game spots to stir up excitement and attention.
Heineken got onto the field extra early this year, debuting a teaser for Heineken 0.0 (its non-alcoholic offering) on January 9 — more than a month before Super Bowl LVII. Heineken 0.0’s Big Game appearance will be the first for the non-alcoholic beer category, so the brand is making a big splash by collaborating with Marvel. The teaser shows Ant-Man (played by Paul Rudd) taking a quick beer break. His aptly-named ant companion, Anton, is quick to judge. Ant-Man explains it’s an alcohol-free Heineken 0.0 before dashing off screen to save the day.
Since the teaser began airing, “Ant-Man and the Wasp: Quantumania: Don’t Judge” has generated over 603 million TV ad impressions with an estimated national TV ad spend of $9.7 million. Among the food & beverage: beer category, it was the most-seen ad in January and has held down the “top teaser” title in the Super Bowl Ad Center from iSpot.
iSpot’s survey-based Ace Creative Assessment examined consumer responses to the commercial, and found that it engaged and held viewer Attention* and exceeded alcoholic beverage industry norms for Likeability*, Watchability*, Information* and Change*. Additionally, the ad has driven 39% Positive Purchase Intent* among surveyed viewers.
Second-by-Second Viewer Engagement for “Ant-Man and the Wasp: Quantumania: Don’t Judge”
Read full article: https://www.ispot.tv/hub/super-bowl-spotlight-dont-judge-ant-man-that-heineken-is-alcohol-free/