Yogurt brand Oikos is returning to the Super Bowl for its fourth year. For the second year in a row, Oikos has partnered with newly named University of Colorado head coach Deion “Coach Prime” Sanders to host a family feats of strength.
In the “Family Reunion” spot, the Sanders crew comes together for what starts as a family picnic and turns into a one-upsmanship competition across generations. Sanders is joined by his family, including daughter and rising college basketball star Shelomi, son and college football safety Shilo, and sister Tracie alongside Deion’s son and celebrated college football quarterback Shedeur and Deion’s mother, Connie.
Each family member shows off a different feat of strength, which get compared to Oikos’ three options: Oikos Pro with 20 grams of protein; Oikos Triple Zero with 15 grams of protein; and Oikos Blended with 13 grams of protein.
“Strength and nutrition has been a priority of mine since my earliest playing days, and is something I continue to pass that down to my kids as they pursue their goals and aspirations,” said Sanders in a statement. “You have to remember, we’re Sanders and competing is what we do. Believe me when I tell you, the competition gets even hotter this year.”
As a part of its mission to power the strength that helps make people unstoppable every day, Oikos will be kicking off an initiative in 2023 that tackles the inequities that stand in the way of building strength by increasing access to nutrition and fitness resources where the needs are greatest.
“We hope our campaign inspires consumers to make strong snack choices that power their strength,” said Surbhi Martin, vice president, Greek yogurt and functional nutrition at Danone North America in a statement. “This year, we also have ambitions to strengthen access to nutrition and fitness resources that will help fuel the next generation of strong, healthy young adults.”
The Super Bowl spot will run on the Fox Sports app during the stream of the game, as well as regionally during the broadcast, as well as on Oikos social channels.