Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
A beer brand touting its disaster relief efforts. A car brand supporting gender equality. A vacation rental company pushing for diversity. Recent years have seen a rise in the number of brands aligning themselves with causes, a trend that has found its way into advertising’s biggest night—the Super Bowl. Brands backed a cause in just 6 percent of Super Bowl ads a decade ago. Today it’s about a quarter of all spots, according to Charles Taylor, professor of marketing at the Villanova School of Business.
With the chance to reach massive audiences, companies like Airbnb, Audi and Budweiser have used the Super Bowl to align their brands with causes viewers care about.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in