Danone and Oikos spoon up Super Bowl success

Rising above the noise during one of the world’s most-touted advertising arenas, Wavemaker US and Danone’s world-famous yoghurt brand, Oikos, aimed to go bigger, shout louder and create a greater cultural moment than ever before.

The beloved brand leveraged the 57th Super Bowl, making sure their campaign served up a pot of success that could not be challenged, in a space where ads are just as hyped as the game itself. Using the power of celebrity, Oikos once again partnered with NFL Hall of Famer Deion ‘Coach Prime’ Sanders, and he was joined by the rest of the Sanders crew in a ‘Family Reunion spot: a family picnic-turned one-upmanship competition which spanned generations that was provoked by Oikos’ protein-packed products.

Let’s talk about the pregame. Oikos’ Super Bowl spot was preceded by a pop-up event in Phoenix ahead of the match, which featured the Sanders family and members of the daring public competing in a series of challenges. Extending beyond Super Bowl Weekend, a two-part video series will drop, featuring Tyrann Mathieu going go head-to-head against his family of five in a series of fun, Field Day style challenges that showcase their strength, all powered by Oikos.

The gameplay for what makes a successful Super Bowl ad is being challenged each year, and brands need to be more daring, more provocative and more game-changing to meet lofty audience expectations. We can’t wait to see what team Oikos has in store for us in 2024.