As part of their Super Bowl campaigns for this year, a growing number of brands including Hyundai, Cheetos, and Doritos are making TikTok part of their strategy in and around the actual game
Earlier today, TikTok star Charli D’Amelio posted a preview of a Super Bowl ad she and former NFL quarterback Boomer Esiason star in for Sabra, the Pepsi-owned hummus brand. In the short video, 58-year-old Esiason chomps down on some hummus and a pretzel as D’Amelio, who is 15, looks on with a carrot and some hummus of her own before playing off of the infamous catchphrase from 2019.
Because the Mtn Dew commercial is based on “The Shining," Pepsi worked with TikTok to create a way for users to mirror themselves—leaning into an existing trend on the app where people mirror themselves in dance videos. Mtn Dew and Sabra aren’t the only Pepsi brands betting on TikTok. Frito-Lay also plans to push consumers toward the app as a part of its campaigns for Cheetos and Doritos.
In the case of Mountain Dew Zero, Pepsi worked with TBWA\Chiat\Day NY and CLS to complement its main Super Bowl ad. Because TikTok is still a raw platform, people are still defining it. That gives advertising a chance to experiment, too. “We’re just being a little safe with our consumers’ data,” she said. “We just started a group internally to think about privacy concerns, and until that’s finished we decided not to invest in TikTok.”
"What is also worth noting right now about TikTok is that they are simultaneously running their own ads, and trying to explain their platform to drive growth,” he said."The question that remains is can you climb the demographic ladder and become universally adopted? Regardless, what they have proven is that they have a seat at the table for the big game.”
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