How Health Brands Will be Tailoring Their Messaging Heading into the Superbowl

In general, when most people think about the Super Bowl, they tend to think about sports and unhealthy food or beverages. However, after the pandemic, those trends have started shifting, especially since the pandemic first started, as more and more companies in the health and wellness industries have begun investing in advertising campaigns during the Super Bowl and sending a different message from what consumers are used to compared to before. This new trend was especially noticeable in the last Super Bowl when a number of health and wellness brands created advertising campaigns and started tailoring their marketing efforts to target viewers of the championship game. Not to mention the fact that at the beginning of 2023, Buffalo Bills safety, Damar Hamlin, collapsed during a match after he made a tackle, and ended up getting resuscitated on the field. Hamlin suffered a cardiac arrest and after evaluations and tests at the hospitals, doctors finally discharged him after nearly two weeks.

Fitness

When it comes to the fitness industry, marketing is an essential and one of the key elements for the brands to reach their target audiences and retain their customers. When the pandemic first started, all of the brick-and-mortar fitness and gym locations had to close down, and many consumers and members of those gyms started investing in various home fitness solutions such as stationary bikes or rowing machines. When many companies realized this, they started improving their digital offers with various promotions including virtual workouts for their audiences. A great example of this was Planet Fitness, which decided to continue using its signature humor throughout its marketing efforts during the pandemic, as the company branded itself as a safe zone for its members, unlike some of its competitors. For instance, the brand created an advertising campaign for the Super Bowl, that showcased the popular actress Lindsay Lohan, and her self-improvement journey, with a cameo by Danny Trejo, and featuring the brand’s spokesperson, William Shatner. Consumers can expect similar efforts from health and wellness brands and advertising campaigns this year too.

Campaigns

According to research, the health and wellness industry has started growing at such a rate that it’s become mainstream, reaching all types of audiences and demographics all over the world. With the booming of these industries, it should come as no surprise that a number of health and wellness brands have been able to afford the hefty price tag that’s associated with a short ad slot for the Super Bowl, and that number is going to continue to grow it seems. The pandemic also inspired many people to become a lot more health-conscious than ever, which also contributes toward the success and popularity of many health and wellness brands. In fact, according to research, nearly 60% of adults have stated that they’re willing to pay more for a solution that’s more focused on health, compared to a solution that’s not, and this is especially true for younger generations of consumers. Many of the health and wellness brands that have been investing in advertising campaigns for the Super Bowl have been focused on educating and informing audiences regarding awareness of various issues, and the best way that the viewers can get a check-up.

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