These Challenger Brands Still Broke Through the Super Bowl

Hint and IEX made a play without spending millions of dollars

Hint and IEX both ran spots around the Super Bowl. Editor: Breana Mallamaci

San Francisco, Calif.—Hint, the zero-calorie, zero-sweetener beverage brand and IEX, the U.S.-based stock exchange completed an advertising run last week. They both had ads around the Super Bowl, without spending the millions of dollars for a national TV campaign.

Hint placed regional ads on Fox affiliates across the country in urban areas. IEX crowdsourced a beer with traders then used stock images to create an ad to splash across social media.

“It’s time to show up in places where consumers don’t expect it,” said Kara Goldin, founder and CEO, Hint.

As challenger brands to behemoths like Pepsi, Coca-Cola, Nasdaq and NYSE, Hint and IEX got resourceful while remaining creative. At Adweek’s CMO Summit here last week, we caught up with Goldin and Kate Gunning, CMO, IEX for their insights on how small brands can go big when it counts.

@stephpaterik Stephanie Paterik is the executive editor of Adweek, where she leads the editorial staff and strategy.