In a bid to outdo the market leader, Reese’s Peanut Butter Cups, Nestle is hoping to take advantage of the hype that comes with Super Bowl to launch its new Butterfinger Peanut Butter Cups with a teaser ad.
The ad…of the ad (teaser ad) is about Peanut Butter and his wife Chocolate going to Edible Couples Counseling to try to find ways to spice up their marriage. Suggestive pictures of bananas and cherries hang on the wall — the whole thing is spiked with sexual innuendo. The teaser ad features humorous couples like Raisin and Oatmeal, Fish and Chip and Peanut Butter and Chocolate with 1970’s elevator music playing in the background.
In the ad, Peanut Butter seems visibly uncomfortable, “What are we doing here?” he says but Chocolate is busy reading an issue of “Exotic Snacking.” It gets funny when Crackers and Cheese emerge from the therapy room holding what appears to be a giant sausage.
This will be Nestlé’s first Super Bowl ad. The Super Bowl attracts more than 100 million viewers each year and this year’s event will air on Feb. 2 on Fox. The Super Bowl had long been a popular launch pad for new products because many people watch it and it’s live.
It used to be that advertisers could keep their Super Bowl ads secret until the day of the Super Bowl. Now things have changed, and in the recent years many advertisers release ad teasers way ahead of their Super Bowl ad, in order to make them stand out. Viewers can expect to view the same characters and same couples therapy theme in the actual game but they should expect to view a longer ad.
Jeremy Vandervoet, brand manager of Butterfinger, said they were using Super Bowl to open up new awareness for Butterfinger Cups. “You need to open up as much awareness (for a new product) and what better way to do that than with a Super Bowl ad,” he said.
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