The Super Bowl isn’t just the biggest night in American football—it’s also the most significant stage for brand marketing. With millions of viewers tuning in, companies spend heavily on 30-second spots that can redefine their brand image, introduce new products, and create lasting cultural impressions. Let’s explore how Super Bowl ads have transformed brands like Lay’s, Pringles, Uber Eats, Mountain Dew, Duracell, Bosch, Booking.com, MSC Cruises, and Häagen-Dazs.
Lay’s: Nostalgia and Star Power
Lay’s has used the Super Bowl to cement its reputation as a fun, nostalgic snack brand. By featuring beloved celebrities and humor-filled storytelling, Lay’s reminds audiences of its place in households for decades. Memorable ads often play on nostalgia, showcasing flavors tied to fond memories while also introducing new varieties to keep things fresh. In 2023, Lay’s brought in $4.2 billion in revenue. According to the BrandValuer app, Lay’s brand is worth an estimated $2.5 billion.
Check out the Superbowl ad for Lay’s:
Lay's spent a reported $8 million for the 30 second spot on Fox and an additional $1 million donation to the Farm Foundation.
Pringles: Creativity and Humor
Pringles has consistently leveraged humor and quirky storytelling to differentiate itself in the crowded snack market. Their Super Bowl ads often feature relatable, over-the-top situations that highlight the brand’s unique stacking ability. These ads don’t just entertain; they reinforce brand recall and encourage social media engagement. In 2023, Pringles brought in $1.4 billion in revenue. According to the BrandValuer app, the Pringles brand is worth an estimated $833.5 million.
Check out Pringles Superbowl ad:
Pringles reportedly spent $7-8 million on the ad space from Fox
Uber Eats: Cultural Relevance and Convenience
Uber Eats has utilized Super Bowl ads to position itself as more than just a food delivery service—it’s a lifestyle convenience. Whether through celebrity endorsements, unexpected humor, or viral challenges, their commercials make ordering food feel effortless and essential, strengthening brand affinity among busy consumers. In 2023, Uber Eats generated around $12 billion in gross bookings, though revenue reported for its food delivery services is estimated at $12.2 billion globally. According to the BrandValuer app, Uber Eats’ brand is worth an estimated $4.2 billion.
Check out UberEats’ SuperBowl ad:
It is reported that UberEat’s have spent more than $3.5 million just on the talent alone in their ad, on top of the $8 million for the spot on Fox.
Mountain Dew: Bold and Unforgettable
Mountain Dew has a history of pushing creative boundaries in its Super Bowl ads. Whether featuring bizarre characters, interactive campaigns, or visually explosive storytelling, the brand ensures that its high-energy identity is on full display. These ads reinforce Mountain Dew’s appeal to younger, adventurous consumers who crave excitement. In 2023, Mountain Dew pulled in $9 billion in revenue. According to the BrandValuer app, Mountain Dew’s brand is worth an estimated $5.3 billion.
Check out Mountain Dew’s SuperBowl commercial:
Reportedly Mountain Dew spent $8 million on the Fox spot.
Duracell: Trust and Reliability
Duracell uses Super Bowl ads to drive home its core message: reliability. Whether through heartwarming stories of endurance, dramatic moments of survival, or humorous takes on battery-powered gadgets, Duracell’s ads reinforce its position as the go-to brand for long-lasting power. In 2023 Duracell pulled in $2 billion in revenue. According to the BrandValuer app, Duracell’s brand is worth an estimated $1.9 billion.
Check out Duracell’s SuperBowl ad:
It is reported they spent $8 million just for the ad space on Fox.
Bosch: Smart and Efficient Innovation
Bosch has utilized its Super Bowl presence to showcase its technological advancements in smart home and automotive innovations. With a mix of humor and futuristic appeal, Bosch positions itself as a leader in efficiency, targeting consumers who value convenience and sustainability in their products. In 2023, Bosch pulled in $94 billion in revenue. According to the BrandValuer app, Bosch’s brand is worth an estimated $91.6 billion.
Check out the SuperBowl ad from Bosh:
It is being reported they spent $8 million just for the ad space on Fox.
Booking.com: Fun and Hassle-Free Travel
Booking.com leverages Super Bowl ads to highlight its commitment to easy, stress-free travel planning. By featuring humorous celebrity-driven campaigns, the brand makes booking vacations look effortless and enjoyable, appealing to travelers who seek convenience without the hassle. In 2023, Booking pulled in $21.36 billion in revenue. According to the BrandValuer app, Booking’s brand is worth an estimated $11.6 billion.
Check out the Superbowl ad from Booking:
It is being reported they spent $8 million just for the ad space on Fox.
MSC Cruises: Elevating the Luxury Cruise Experience
MSC Cruises has used its Super Bowl ads to introduce itself to a broader American audience, positioning its cruises as a luxurious yet accessible vacation option. Through breathtaking visuals, immersive experiences, and a sense of wanderlust, MSC Cruises taps into the aspirations of travelers looking for unforgettable journeys. In 2023, MSC pulled in $16.9 billion in revenue. According to the BrandValuer app, MSC’s brand is worth an estimated $9 billion.
Check out MSC’s ad for the SuperBowl:
It is being reported they spent $8 million just for the ad space on Fox.
Häagen-Dazs: Indulgence and Elegance
Häagen-Dazs crafts Super Bowl ads that emphasize luxury, indulgence, and high-quality ingredients. Whether through visually stunning cinematography, elegant storytelling, or celebrity endorsements, the brand reinforces its status as a premium ice cream choice, appealing to consumers who appreciate sophistication in their desserts. In 2023, Häagen-Dazs pulled in $911 million. According to the BrandValuer app, Häagen-Dazs brand is worth an estimated $407 million.
Check out the star-studded SuperBowl ad from Haagan-Dazs:
It is being reported they spent $8 million just for the ad space on Fox.
The Power of Super Bowl Advertising
Each of these brands has used the Super Bowl to not just promote products but to shape public perception, generate buzz, and solidify their market position. With a single well-executed ad, they can create viral moments, boost sales, and remain relevant in an ever-changing consumer landscape. As Super Bowl commercials continue to evolve, brands will keep finding innovative ways to captivate audiences and transform their identities on the biggest advertising stage of the year.
