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    Danone ‘successfully hacked the Super Bowl’ with Oikos so it’s expanding the strategy to its other brands

    For the last five years, Greek yogurt brand Oikos has advertised around the Super Bowl, as opposed to during it. This year, Danone is expanding its Oikos Big Game playbook to its other brands including Silk, known for plant-based products, and SToK cold brew. 

    The food and beverage company has “successfully hacked the Super Bowl” using this strategy, which includes digital buys, in-store displays, sweepstakes and other tactics focused around the big game, said Linda Bethea, head of marketing for Danone North America. It’s a strategy that nearly doubled brand sales at one point, per the company. And this year, Danone is doubling its marketing spend to roll out its Super Bowl hacking strategy to its other brands.

    “We intentionally decided to have a digital-first big game buy because we see that purchasing plant-based beverages and consuming content via streaming services is a lot more prevalent with younger generations — with millennials and Gen Z,” said Surbhi Martin, svp of plant-based beverages at Danone North America. (Martin declined to offer specific spend figures.)

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