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Last night, viewers around the world tuned in to watch the New England Patriots beat the Seattle Seahawks in Super Bowl 49. Some might have tuned in to watch Katy Perry perform with Missy Elliott, while others were just there for the snacks. However, a tried and true tradition of the biggest sporting event on Earth is the spectacular advertising, which generates more than $14 billion in consumer spending each year. Brands paid an estimated $4.5 million per 30-second ad this year, a record that shows how valuable that network billboard space is for corporations. Here are some trends from the ads that could pop up in promotional efforts on labels:
1. Nostalgia. Budweiser and Nationwide capitalized on the power of memory and reminiscence to make two of the most resonant ads of the night. With Richard Linklater’s Boyhood in the running for a Best Picture Oscar, romanticizing ordinary lives is very 2015. In your custom label printing strategy, appealing to consumers’ sense of comfort, home and security can win loyalty and cultivate the sense that your brand is dependable.
2. Girl power. One of the ads that stands to change the industry the most is Always’ “Run Like a Girl” spot. It basically stands as an evisceration of every ad, label and billboard that has ever patronized women. Saturday Night Live’s spoof “Super Bowl Activity Pack” for women also reinforced the message: In advertising, don’t condescend to female consumers. They’re capable, they have capital to spend and they can help grow your brand’s footprint.
3. Cheeky humor. From T Mobile’s “Save the Data” campaign starring Kim Kardashian to Esurance’s poster girl, Lindsay Lohan, brands were willing to spoof themselves and celebrities to generate buzz. When designing your next line of labels, you might consider doing something a bit edgier.