The Philadelphia Eagles and the Kansas City Chiefs went head-to-head at the biggest football game of the year on Sunday – the Super Bowl. But for many viewers, the real action was happening between the plays.

Watching the Super Bowl’s over-the-top, star-studded commercials is nearly as time-honored a tradition as watching the game itself. The coveted spots typically air to upward of 100 million viewers, and this year, companies shelled out $6 to $7 million to broadcast their 30-second spectacles.

CP’s chief creative officer, Alyssa Toro shared her thoughts with The Boston Globe on what makes a great Super Bowl spot. She shares that Super Bowl ads are “typically very loud, very gregarious. People want to be entertained obviously, they’re very heavy on celebrities. But as somebody who’s in the industry, I’m always looking for the ones that are smart and a little quieter.”

With that in mind, The Boston Globe broke down the trends that stood out this year and highlighted some of the standouts. 

Read the full article here.

Manufacturers of air fryers probably won’t love the new Air Fried product line from Gorton’s Seafood. That’s because the frozen fish fillets and butterfly shrimp have already been air fried and can be prepared in a conventional oven, without an air fryer—the kitchen appliance made popular by pandemic-induced, at-home cooking.

In the leadup to this week’s campaign launch, Gorton’s relied heavily on TikTok to tease and then reveal the Air Fried line. 

Later this month, Gorton’s will launch an augmented-reality feature involving a filter to “gamify the product and make the brand have a bit more personality,” shared Alyssa Stevens, Director of Influencer Marketing and Social Media.  

Check out the full article here.

Additional coverage:
Marketing Dive: How Gorton’s Seafood Is Using TikTok for a Product Launch

Gorton’s social-first approach sees the 170-year-old brand looking to strike a connection with Gen Z and millennials. Ahead of its latest campaign, the brand ran a strategic program to grow its social media following, amassing more than 65,000 followers on TikTok. Today, it has escalated to 90,000 followers. 

To build excitement for the air-fried product launch, Gorton’s enlisted a handful of creators who posted teaser videos featuring the brand’s iconic yellow slicker coat. On launch day, many of the influencers incorporated the product into recipes, emphasizing that the products were already air fried, so the only appliance needed was an oven. 

Over the coming month, more content is expected to drop, including an AR filter that allows users to “try” Gorton’s Air Fried products by catching them in their mouths using the filter. Since launching the campaign, #gortonsairfriedlaunch has gathered over 68,000 views. Creators are increasingly becoming a marketing staple, with 66% of brands last year having upped their spend on such efforts.

Read the full article here.

Recap by Brandy Shabowich, Assistant Marketing Manager

On Sunday, February 12, millions were watching Super Bowl LVII. Roughly 50 minutes of the game were dedicated strictly to TV ads and a 30-second spot cost $7 million for media alone. With this in mind, brands had to be smart about how they captured viewers’ attention and the message they shared. They were up against numerous other brands, all competing for the same mental real estate of viewers. They walked a fine line between needing to fit in and, at the same time, standing out. 

Ahead of the Big Game, CP’s strategy and creative teams shared their take on this year’s TV spots. Were they worth the millions of dollars to make and place? Or did they miss the mark? 

1. Workday “Rockstar”

https://www.youtube.com/watch?v=2ID-1mzRAew&t=1s

Complete with a star-studded cast of actual rockstars, this spot played on the common corporate usage of the word “rockstar.” Rock legends like Ozzy Osbourne, Joan Jett, and Billy Idol explained what the word actually meant. 

Comical and entertaining, with high-profile cameos and a clear message throughout, we believe that this was a traditional and successful Super Bowl spot. This, for lack of a better word, rocked and was one of our favorites. We believe it was a fan favorite as well. 

2. Budweiser “Six Degrees”

https://www.youtube.com/watch?v=dChVB7iKSg8&feature=youtu.be

There were no Clydesdales from Budweiser this year. Instead, Budweiser opted to reach a younger audience by emphasizing the powerful force of human connection. Was it beautifully shot? Yes. Was it a spot that was easily remembered among the 80 others? Not really. We believe that the $7 million could have been spent differently.

3. Alaska Airlines Visa Card “French Tuck”

In this spot, TV personality Tan France quickly ran through the list of perks that come with the Alaska Airlines Visa Card. All that was missing, he explained, was the “French Tuck” as he placed the card in his wallet. There was nothing particularly memorable about this spot and we feel the creative fell short. It’s more important than ever for brands to capture viewers’ attention, even with a regional Super Bowl ad buy – and this didn’t cut it for us.

4. Hellmann’s US “Who’s in the Fridge”

https://www.youtube.com/watch?v=r_xfLBvk-AA

John Hamm and Brie Larson found themselves in a refrigerator, representing their namesakes, ham and brie. With Hellmann’s mayonnaise, they were dinner – for comedian Pete Davidson. 

A main point in Hellmann’s strategy is that with their product, no leftovers will go to waste. The spot made one reference to this and if you weren’t listening, you likely missed it. And we think that was a miss. 

With this in mind, we do not believe this was worth the money it took to produce and place. 

5. Oikos “Sanders Family Reunion”

https://www.youtube.com/watch?v=W2nVkM-ZcI8&feature=youtu.be

The Sanders family reunion turned into a competition, with the various family members showing that they were the strongest. Highly symbolic, this spot demonstrated how the brand’s variety of offerings are loaded with protein to help make you stronger. 

We don’t think this spot was particularly memorable but Oikos reported an increase in sales after last year’s ad. Featuring much of the same cast, this spot is a sequel to 2022’s “Strong.” 

6. DraftKings “Kevin Hart’s House Party” 

https://youtu.be/wij_Fmg8axA

They had us in the first half… 

While hosting a party, Kevin explained that DraftKings is giving everyone a free bet. After each line of dialogue, we segued to guests whose names matched the last word Kevin said. Big Papi, Ludacris, The Undertaker, and Tony Hawk all make appearances in this spot, which we feel quickly got out of hand. 

With its slapstick humor, puns, and the great cast of celebrities, we feel that this had the makings of a great Super Bowl spot, but it quickly derailed, becoming increasingly chaotic and then abruptly ending.

7. Sam Adams “A Brighter Boston”

Your Cousin from Boston fantasized about a Boston where everything is brighter. We saw various situations in this new city. People were friendly, welcomed Yankees fans with open arms, and advocated against talking trash. Ultimately, this all turned out to be a daydream. 

We were split on this one. On one hand, it clearly resonated with folks from the Boston area and was entertaining to watch. On the other, if you aren’t a fan of the Sam Adams spokesman or are not from the area, this would not have been enough to capture your attention.

What do you think? Were our predictions correct?

Additional coverage:
The Boston Globe: From Jen and Ben to M&M’S, Here’s the Super Bowl Ad Breakdown

Gene Begin, Managing Director, CP Education

Day 8. In a way that causes much annoyance and anger for those who know me. Eight is my favorite number and many decisions in my life are strangely shaped by my infatuation with it. What better day than Day 8 then to write a blog post about my transition from inside higher education to an outside partner and add some context to what starting as the inaugural Managing Director of CP Education actually means to me and Connelly Partners. 

I would be remiss in not sharing that leaving Wheaton College Massachusetts after becoming its inaugural VP of Marketing & Communications seven years ago certainly came with sadness. I learned so much from so many during my time within that amazing environment and I will take that knowledge and evolved mindset with me forever. From a brand strategy framework redesign and a college-wide website reimagination, to bringing enrollment marketing in-house and finding continued success despite the pandemic, a new foundation of integrated marketing was built to showcase the Wheaton story and brand to new audiences and advocates.

After 23 years in higher education, it was important for me to still be connected to the industry and continue to market and showcase the value of education to change lives. I have found so much joy in being part of brand evolution and digital transformation at multiple institutions and I really wanted to bring that energy, excitement and evolution to more organizations. As CP’s first managing director within the education vertical (BTW, we have an amazing practice for the health industry that I have already learned so much from!), I will get the opportunity to work with new and existing education clients on brand strategy and integrated marketing to digital transformation and media campaigns.

What I have discovered as I grow older (I mean, more experienced) in my career is that I have an entrepreneurial bug to build within established organizations. Having been at Babson College for 15 years as both an employee and a student, and intimately involved in the promotion of entrepreneurship as a mindset and not simply a start-up venture, I certainly can attribute my interest to that education, experience and environment. 

I may have a fear of starting something on my own, but I’m glad Steve Connelly did not in 1999. The opportunity to work with the leadership, senior partners and talent within Connelly Partners had always been an intriguing idea, something that was not quite dormant and ready to be activated. I have long admired CP throughout my career from close (as a client for five years) and from afar (as we built our Wheaton MarComms division over the past seven years). 

The education marketplace is at a transition point that is ripe for marketing excellence. The value of higher education in particular is often being questioned and sometimes being attacked as there is a lot of angst and disgust with it within some factions of society. Price sensitivity and a more educated, digitally-fluent consumer has also led to a more authentic search process for education seekers. Audiences are driven by truly understanding the value of the offered experience by matching the student needs and desires with the why and expertise of the educational organization. Delivering and amplifying the right message of your purpose at the right time to the right audience is more crucial than ever. This is why I’m excited to build upon and amplify the great work CP has already done in the education industry and help deliver solutions for even more educational organizations to showcase their why. 

Unrelated, but if you did make it this far and enjoyed the randomly intentional references to the movie Inside Out, a sequel is coming out in 2024.

Exciting client news! The Williamsburg Tourism Council recently announced the success of its advertising over the last year. Williamsburg’s investment of $11.5 million in ad placements has influenced over 430,000 trips to the destination, generating over $830 million in visitor spending as a result. In addition, the Tourism Council’s advertising in 2022 reached 10 million households, a significant increase from 2021’s 4.4 million. 

Read the full story here. 

Alyssa Stevens, Director of Influencer Marketing, chatted with In Business on Ireland’s Radio Kerry about influencer marketing and #finfluencers on TikTok. During the segment, Alyssa shared that traditional marketing tactics are no longer enough to bring success. In order for brands to evolve, they need to create strategies that reach younger audiences right where they are spending hours each day – consuming content on social media, particularly TikTok. By collaborating with influencers to create authentic, easy-to-digest content, brands are able to reach potential future consumers in a new, meaningful way.

Listen to the full interview here.

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Division Begets Division:
Don’t get sucked into taking a side.

Observation: The U.S Midterm Election illustrated again how voters of both parties no longer view elections as chances to shape the direction of government policy, but as existential battles. Voters are willing to stand by questionable candidates rather than defect to the other party. 

Due to the rigidity on the two sides, where independent voters go, so goes a midterm election. It begs the question of how brands should speak with the left, right AND middle when choosing or switching sides seems like the last thing on people’s agenda.

What brands can do: Don’t fall into the same cycle. You have a timely opportunity to recognize and celebrate shared values that remind us that, as humans, we still care about the same basic things…that everyone has some goodness in them; that we all want to do the right thing when we can. 

Sources: The Atlantic, The Economist, Cook Political Report

2. Hate Is Still Hot:
Anger is easier than love, and also less effective.

Observation: Kyrie Irving and Kanye West are the latest examples of the unhealthy state of hate, and how people are using their social platforms to spread hate and incite anger. West unleashed a myriad of antisemitic comments and Irving publicly defended a documentary laden with antisemitic views. The takeaway…further division and the clear diagnosis that hate and injustice of all kinds still remain at the forefront of society, even today. (Data shows a 128% increase in antisemitic-related internet searches in the past three months.)

What brands can do: There is a growing need to pragmatically and authentically position your brand in a place of love, inclusion and positivity. To overly address the platforms of hate, risks giving them credibility, rather embrace tactful ways to invite all people into your brand.

Sources: The New York Times, NBC News

3. Twitter Is a Mess(age):
Look between the lines.

Observation: It’s well-documented and roundly-reported that since Elon Musk completed his $44 billion acquisition of Twitter, the influential social network has shed staff, lost users, and seen advertisers pause their participation in the platform. 

As people see more and more institutions being influenced by strong, centralized powers they’re more likely to seek brands that guard against that power. So will other stakeholders. 

What brands can do: This is about empowering others across, up and down your organization to share responsibilities when it comes to company policies tied to culture, work environment and human resources. This allows business leaders to decentralize aspects of leadership while still owning and driving longer term business and growth strategies.

Sources: CNN, Twitter, The Guardian, Yahoo News, Buzz.ie 

4. Cash Stuffing, It’s a Thing:
As the recession arrives, so is financial discipline – even for those who had reputations for lacking it.

Observation: Cash stuffing is a method of budgeting that involves withdrawing money from your account and physically allocating it to different spending pots. Banking platforms and technology are now being used by people to plan, budget, and monitor spending in more responsible ways that give a sense of control.

Google searches for ‘cash stuffing’ have increased by 274% and the TikTok hashtag has generated over 498 million views to date.

What brands can do: Understand that financial safety is a key element within the consumer mindset. Brands should encourage improved budgeting skills to lower anxiety around finances and speak to overall value as a way to be more relevant with younger audiences.

Sources: Irish Mirror, Planning Finances, USNews

5. The Hidden Significance of Yellowstone:
We all need to escape every now and then. 

Observation: Yellowstone’s season five, ratings-breaking premier brought in 12.1 million viewers, and interestingly, viewership among 18-34 years old grew 53% from the show’s past season. 

This is an example in modern media of networks leveraging escapism, a behavioral tendency which has become increasingly prevalent and popular. This is likely due to the fact that many consumers are using media, particularly since the pandemic (and especially TV) as an outlet to escape their respective realities in search for something else. In this sense, they are using media to connect with ideals and values that they may not be as strongly represented as they’d hope in their lives and in modern society as a whole.

What brands can do: Simply being aware of the visible cues and subject matter that consumers are drawn to can provide content guidance across branded digital channels. Whether it’s discussing or making reference to a favorite show or a specific character, it’s an easy way to spark engagement with your customers.

Sources: Entertainment Weekly, The Guardian, The Atlantic

All good things expire. Look out for more reports coming soon.

Michele Hart-Henry, Managing Director, Connelly Partners Health

Groceries, Electronics and Primary Care Visits – Amazon’s Newest Entry at Your Fingertips

A few years ago, convenient care meant visits to the retail walk-in clinic in pharmacy chains, big box stores and some grocery stores. COVID-19 brought new emphasis to telehealth visits, expanding the definition of “convenient” out of necessity. Amazon, which has long been making forays into healthcare, recently announced its entry into the world of convenient care – Amazon Clinic.

Amazon’s latest service literally puts the power of primary care in the palm of your hand. I recently tried it out. While efficient, my experience with Amazon Clinic needed more clarity and, more importantly, humanity. 

After a quick registration process, I started a brief, text-based health questionnaire about my visit and why I sought care. I then received a text stating that the healthcare practitioner would follow up with a treatment plan within four hours. Two minutes later, I received another text message from a nurse practitioner who said she would review my visit. After an additional  five minutes, she texted again to say that she couldn’t help me and that I’d need to visit my primary care physician.

After that, I received yet another text from the nurse practitioner informing me that my visit was under review. At that point, a physician, new to the visit, let me know that their treatment protocols had picked up on the word “dizzy” and kicked me out of their treatment locus. The doctor then said it was no problem to send a prescription for motion sickness patches to my pharmacy.

In multiple news stories about Amazon Clinic, company officials tout the convenience and ability to get treatment for about 20 lifestyle and non-urgent medical conditions. The company doesn’t take insurance for the visits, instead charging a flat fee by condition or treatment.

At the recent HLTH 2022 conference in Las Vegas, speaking about Amazon Clinic, Nworah Ayogu, M.D., Amazon’s chief medical officer, said that the online retail giant is “leading with its competency” of connecting customers to the products and services they want. “We’re connecting customers to providers who provide care. We’re playing matchmaker and building a great customer experience. It’s a win-win,” Ayogu said.

While Amazon Clinic uses the term “visit” to describe the exchange, it’s essentially a transaction driven by pre-determined protocols and algorithms with minimal human intervention. Depending on your needs, that could be a flaw in the offering. It is a convenient route for some types of ordinary care; however, Amazon’s connections are superficial compared to traditional care relationships among practitioners and patients. 

Connecting people to the care, products, services and therapies they need to reach their life’s goals is critical in our approach to healthcare marketing at Connelly Partners Health. Furthermore, we lead with empathy and humanity to do so. 

Will I use it again? Probably. It’s a viable option for some routine, non-urgent care needs. But, for most things, I prefer my care with a decidedly more human touch.

Carla Doyle, Account Director, ZOO Digital 

There’s no doubt about it, the Irish do love to travel. I wonder, is it something to do with living on a tiny island on the most western, wet and windy part of Europe…hmm? In 2017 I left my job and life in London (after 10 years of living there!) and took a year off to go travelling before setting back at home in Dublin, Ireland in 2018.

I didn’t think I’d really get the chance again to spend an extended period of time in another country…..until the CP Abroad programme was announced. As soon as I heard all the details, I knew this was something I definitely wanted to get involved in. Luckily enough, I got a spot on the programme for 2 months in Boston during October and November, aka ‘Fall.’ There’s no doubt about it, ‘Fall’ is a beautiful time to visit Boston and the wider New England area.

Whilst working in Boston, I was still managing my client accounts back in Ireland – ESB Networks and MyMilkMan.ie. I have to say (and not because this blog will be public!), each of my clients were super supportive and very encouraging of me taking part in the programme. From a work perspective, I adjusted all my client meetings to AM Boston time, which would be afternoon Irish time. So there was no real disruption in my day-to-day management of the accounts. 

I got into a rhythm of always working a half a day ahead of myself. This meant any feedback or new briefs that had to be shared with our creative team in Dublin were ready to go and in their inboxes in the morning, so they could start right away. Then we’d catch up in the afternoon and chat through any questions or comments they had. In fact, at one stage, one of my clients said she felt she was just about getting 24-hour service while I was in Boston! Not bad, eh?!

It was really great to get to know colleagues in CP Boston, as ZOO were still relatively new to the CP family. I had some great conversations with people across Brand, Creative, Strategy, Media and Marketing / PR. For me the biggest benefit from a work perspective, is being able to share ideas. For example, CP colleagues in Boston shared some really interesting and successful case studies around influencer campaigns they managed in Boston. This is something I really want to introduce to some accounts I am working with in Ireland, as the power of the ‘influencer’ will only continue to grow! Putting names to faces has also been great, and takes the initial awkwardness out of contacting someone you’ve never met before. I’d have no qualms now contacting anyone in Boston for a chat, work or social!

There was also time for exploring Boston and some travel too. It wasn’t all work, work, work! I enjoyed some amazing Italian food in the North End, saw the Celtics play, visited the MFA and Isabella Stewart Gardner museums, saw the historic Head of the Charles Boat Race and of course experienced Halloween in Boston which was amazing!! I flew to Washington DC for a long weekend. So much history and so many free museums and galleries to visit! I spent a weekend up in Portland, Maine and gorged myself on delicious seafood and lobster rolls. #NoRegrets

I look forward to welcoming colleagues from CP Boston and VRX to Dublin, and showing them around our city! So….when can I apply again?!