Danone-owned Greek yogurt brand Oikos leveraged its partnership with the NFL through the online tease and pre-release of itsBig Game commercial starring NFL Hall of Famer turned college coach Deion Sanders and his son and current Jackson State quarterback Shedeur Sanders.
The tongue-in-cheek campaign idea is that on the field the Super Bowl is a huge display of physical strength so Oikos opts to show viewers – in a deliberately over-the-top way – what strength looks like around the house.
Created in collaboration with Brooklyn-based ad agency Lightning Orchard, the spot stars father and son football duo Deion ‘Prime Time’ Sanders who is now the head coach at Jackson State University where his 19-year-old son Shedeur plays quarterback.
The narrative arc sees Deion and Shedeur go toe-to-toe in a series of competitive domestic chores: including raking leaves (whose pile is higher), chopping wood (who can split the biggest tree) and working on fixing the car (and who can lift the car up). Each tries to outperform the other and goes to great lengths to demonstrate his own strength, before the spot closes with a thought-provoking question: “How strong do you want to be?”
The Oikos ‘Strong’ Triple Zero + Pro #OikosStrong campaign dropped online on 2 February with teaser and 30-second versions and will make its full on-air debit during the Big Game itself on 13 February.
The two products featured in the campaign are Oikos Triple Zero (the name refers to the fact that the product has zero grams of added sugar, zero artificial sweeteners and zero grams of fat per 5.3 ounces) and Oikos Pro. Both are positioned as high-protein snacks that pair well with a workout.
As well as the core ad campaign, Oikos also offers consumers a chance to win a ‘Strong Bowl’: a limited-edition, first-of-its-kind super heavy bowl that holds your Oikos product and doubles as a 15lb weight ‘so fans can get do some reps before the coin toss and chip dip’.
Oikos continues Super Bowl hot streak with ‘Strong’ ad featuring Deion and Shedeur Sanders https://t.co/Sp5nhI4ZlA via @thedrum
— OIKOS (@Oikos) February 4, 2022
“Oikos is a bold yogurt brand known for delivering serious nutrition and delicious taste while challenging the conventions of healthy snacking with breakthrough innovations and disruptive, integrated marketing campaigns,” said Surbhi Martin, Danon North America VP Of Greek Yogurt and Functional Nutrition.
“Game Day has proven to be a very effective platform for messaging the importance of a high-protein diet to our target audience at a culturally relevant moment in sports. In 2020 and 2021, we saw very positive consumer reactions to our Game Day marketing efforts, both in culture and on-shelf – including nearly double-digit sales lift week over week after turning on media. We expect to drive similar results this year.”
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Would you prefer Oikos’ ‘Strong Bowl’ or Captain Morgan’s ‘Super Bowl Punchbowl‘?
Interestingly, Shedeur recently penned a historic partnership when he became the first athlete from a historically Black college and university to sign an NIL endorsement deal with iconic sports ambassador advertiser Gatorade.
This is the third consecutive Super Bowl commercial from Oikos. In 2020, the brand aired its ‘YoGlutes’ spot, which celebrated prodigious glutes throughout the sports world and in 2021 it featured an ad during the Big Game called ‘Ugly Face’ which poked fun at the tendency among some athletes – and Spongebob Squarepants – to make wild celebratory faces when they’re pushing their limits in the gym. While in 202 its activated its NFL tie-up at the Draft with a ‘Cryceps’ campaign.
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