Last week we brought you the teaser for Butterfinger’s Superbowl spot promoting their new Butterfinger Cups, confusingly enough created by Threshold, not Dailey and Associates, who created the Super Bowl spot itself.
If you’re confused as to why Nestlé needed two different agencies for the ads, the above spot won’t exactly help. “Big Game Teaser” is very much in the same vein as the 1:11 teaser from Threshold, a direct follow-up to the events depicted in that ad. The 30 second Super Bowl spot sees Chocolate and Peanut Butter in “cup therapy” with an outdated Freudian psychoanalyst stereotype of a couples counselor. Chocolate talks about her need to try something new and exciting, while Peanut Butter expresses his feeling that “nobody likes change.” The spot ends with the campaign tagline, “Get Some #CupTherapy.” Although the spot supposedly showcases the brand’s “irreverent sense of humor,” there’s really not a lot going on here, and certainly nothing to laugh it. This all makes the decision to oust longtime spokesperson Bart Simpson all the more questionable.
Nestlé seems confident that their new product can compete with longtime peanut butter cup favorite Reese’s, claiming a “recent E! Online poll of consumers reported that Butterfinger Peanut Butter Cups will win the candy industry’s epic peanut butter cup battle.” We’re not so sure unseating Reese’s will be quite so easy, but if Butterfinger would like to send us samples to convince us otherwise, we’re all for it.
Butterfinger Cups are also part of a new greenwashing campaign for Nestlé called Nestlé Cocoa Plan, an attempt to gain an improved public image for the company following what seem like endless environmental, labor, and human rights violations. According to Nestlé, the new initiative aims “to help improve the lives of cocoa farmers and the quality of their products while also assuring a sustainable cocoa supply for years to come. The beans will be certified by UTZ Certified, an independent organization focused on developing sustainable farming and better opportunities for farmers and their families.”
You can expect to see Dailey’s “Big Game Teaser” during the Super Bowl on Sunday, Febrary 2nd, marking Butterfinger’s debut Super Bowl advertisement. Butterfinger Cups are available in stores now. Stick around for partial credits after the jump.Credits:
Title: “Big Game Teaser”
Agency: Dailey & Associates
City: West Hollywood
Campaign: Cup Therapy
Advertiser: Nestlé
Brand: BUTTERFINGER