The Wonderful Company Will Sit Out Super Bowl LII

Wonderful Pistachios and Fiji Water appeared in the previous Big Game

After airing a 15-second spot in Super Bowl LI featuring Michael Cena as the voice of Ernie the Elephant, The Wonderful Company’s Wonderful Pistachios brand will sit out Super Bowl LII.

The Wonderful Company director, corporate communications Mark T. Carmel confirmed to Adweek that The Wonderful Company had “no plans around the Super Bowl this year” for any of its brands.

“This is not a result of our investments in other areas; as with previous years, we make the decision whether or not to run in The Super Bowl based on a variety of factors, including messaging and media needs, inventory and sales goals,” he added.

Last year, The Wonderful Company ran 15-second spots for both its brands, Fiji Water and Wonderful Pistachios, which previously appeared in the Big Game in 2013, 2014 and 2017.

The Wonderful Company’s in-house Wonderful Agency introduced a new “Put A Smile On Your Snackface” campaign for Wonderful Pistachios last September centered around Seattle Seahawks cornerback Richard Sherman and Green Bay Packers linebacker Clay Matthews. Wonderful’s $55 million investment made it the brand’s largest football campaign to date, running across broadcast, digital, print, PR, in-store and point of sale.

Fiji Water, meanwhile, recently used the Golden Globes to kick off an initiative supporting the American Film Institute’s Directing Workshop for Women as part of its One Sip Forward program.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
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