3 Ways DTC Brands Are Creating Their Own Super Bowl Moments Year-Round

It’s cheaper and still has a payoff

Brands will do anything to stand out, like direct-to-consumer sustainable cashmere company Naadam rolling out a campaign featuring goats having sex. Ads like these are vital for DTC brands, where every dollar has to work harder.

Consider Super Bowl LIV, which sold out of in-game ad inventory within just a few days. Because, at $5.6 million for a 30-second spot, industry watchers do back-of-the-envelope math to see if spending that much money is worthwhile. For legacy companies like Anheuser-Busch, which will run four spots, the money is a drop in the bucket.



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This story first appeared in the Jan. 27, 2020, issue of Adweek magazine. Click here to subscribe.