Superbowl Ads & Strategy
This year, the cost for a 30-second commercial slot reached a staggering $8 million.
Beyond the entertainment value, these commercials provide insightful case studies into corporate strategies.
This analysis delves into the strategic approaches of several notable companies — Hims & Hers Health, Nike, & Dunkin' — examining their histories, target markets, the rationale behind their Super Bowl advertisements, and key takeaways for businesses.
Starbucks
Founded in 1971, Starbucks revolutionized the coffee industry by creating the concept of a "third place"—a welcoming space between work and home where customers could relax, socialize, or work while enjoying high-quality coffee. Over the decades, the company expanded globally, building a reputation for premium coffee and community-oriented store environments.
Target Market:
Starbucks primarily targets urban professionals, students, and coffee enthusiasts who value quality, experience, and convenience. Their audience includes both loyal, repeat customers who visit daily and occasional visitors seeking a premium coffee experience.
Super Bowl Advertisement: "Hello Again"
Starbucks' "Hello Again" campaign represents a strategic course correction after years of prioritizing efficiency over personal connection. In an attempt to streamline operations, Starbucks removed handwritten notes from baristas, lost the familiarity of regulars, and even eliminated seating in some locations—all of which eroded the brand’s original identity. The Super Bowl ad signals a shift back to its roots, with Starbucks highlighting baristas writing personalized messages on cups and creating a warm, welcoming in-store atmosphere that feels more like a neighborhood café than a high-speed service center.
Strategic Rationale:
Reclaiming the "Third Place" Strategy – Starbucks’ original success was built on providing more than just coffee—it was about community. This campaign repositions stores as places to linger, connect, and feel valued.
Fixing Brand Erosion – Over-automation and process streamlining stripped away what made Starbucks unique. The ad acknowledges this and restores the human element that originally fueled customer loyalty.
Differentiation in a Competitive Market – With fast-growing competitors like Dutch Bros and local specialty coffee shops, Starbucks is using personal connection as a key brand differentiator in an increasingly crowded space.
Takeaways for Businesses:
Customer Experience Should Evolve—Not Erase Your Core Identity – Streamlining processes is smart, but if efficiency sacrifices connection, it weakens your brand.
Recognize and Correct Strategic Missteps – Starbucks owned its mistake and used "Hello Again" to realign with customer expectations. Businesses should actively listen to consumer feedback and course-correct when needed.
Automation Should Enhance—Not Replace—Human Interaction – Tech can improve operations, but customers still crave personal connection. Whether it’s handwritten notes, personalized service, or face-to-face engagement, businesses must balance efficiency with authenticity.
Hims & Hers Health
Company Overview:
Hims & Hers Health is a telehealth company that initially focused on providing accessible care solutions for men, particularly in areas like hair loss and erectile dysfunction. Over time, the company expanded its offerings to include women's health products, encompassing areas such as birth control and mental health treatments. By leveraging an online platform, Hims & Hers aimed to destigmatize health issues and provide discreet, convenient access to treatments.
Target Market:
Originally, the company's primary audience consisted of men seeking solutions for personal health concerns that were often considered sensitive or stigmatized. Recognizing the broader potential, Hims & Hers expanded to target women, offering products tailored to female health needs. The overarching target market includes tech-savvy individuals aged 20-40 who prefer the convenience and privacy of telehealth services.
Super Bowl Advertisement:
In its Super Bowl debut, Hims & Hers aired a provocative ad addressing the obesity epidemic and critiquing systemic issues within the U.S. healthcare system. The commercial highlighted the company's compounded weight-loss medications as affordable alternatives to traditional treatments, positioning itself as a disruptor challenging a "system that keeps us sick and stuck."
Strategic Rationale:
Market Expansion: By introducing weight-loss solutions, the company aims to broaden its appeal beyond its initial focus areas, tapping into the substantial market of individuals seeking weight management options.
Brand Evolution: This campaign signifies a strategic shift from addressing niche health concerns to tackling widespread health issues, reflecting the company's growth and adaptability.
Takeaways for Businesses:
Strategic Market Diversification: Expanding product lines to address broader consumer needs can open new revenue streams and enhance brand relevance.
Aligning with Consumer Sentiment: Addressing systemic issues that resonate with target audiences can strengthen brand loyalty and position the company as a thought leader.
Case Study 2: Nike
Company Overview:
Established in 1964 as Blue Ribbon Sports and rebranded as Nike in 1971, the company has become a global leader in athletic footwear, apparel, and equipment. Nike has consistently emphasized innovation, performance, and the empowerment of athletes.
Target Market:
Nike's target market spans a broad demographic, including professional athletes, fitness enthusiasts, and casual consumers. The brand appeals to individuals who value performance, style, and the aspirational aspects of sports and fitness culture.
Super Bowl Advertisement:
After a 27-year hiatus from Super Bowl advertising, Nike aired a 60-second commercial titled "So Win," featuring prominent female athletes such as Caitlin Clark and rapper Doechii. The ad highlighted the challenges female athletes face and delivered a message of resilience and defiance, aiming to inspire viewers to overcome obstacles.
Strategic Rationale:
Reconnecting with Core Values: The ad marks a return to Nike's roots of athlete-centric storytelling, focusing on empowerment and inspiration rather than solely on product promotion.
Addressing Market Challenges: Facing increased competition and a decline in brand valuation, Nike seeks to rejuvenate its image and reaffirm its commitment to supporting athletes across all demographics.
Expanding Audience Reach: By featuring female athletes, Nike aims to engage a broader audience, promoting inclusivity within sports.
Takeaways for Businesses:
Authentic Storytelling: Crafting narratives that resonate with core brand values can strengthen emotional connections with consumers.
Strategic Brand Repositioning: Revisiting and revitalizing foundational brand messages can be effective in addressing market challenges and reconnecting with target audiences.
Case Study 3: Dunkin'
Company Overview:
Over the decades, Dunkin' has expanded its menu to include a variety of beverages and food items, catering to a broad customer base seeking quick-service breakfast and snack options.
Target Market:
Dunkin's primary target market includes working professionals, commuters, and individuals seeking affordable and convenient food and beverage options. The brand has a strong presence in the Northeastern United States and appeals to customers who value speed, consistency, and familiarity in their daily routines.
Super Bowl Advertisement:
In its Super Bowl spot titled "DunKings 2," Dunkin' brought back Ben Affleck as an obsessive and oblivious Bostonian, a character that resonated with audiences in previous campaigns. This time, he was joined by his brother Casey Affleck and "Succession" actor Jeremy Strong, along with appearances by Jay and Silent Bob and Bill Belichick. The ad humorously highlighted Dunkin's deep-rooted connection to Boston culture and its loyal customer base.
Strategic Rationale:
Cultural Authenticity: By featuring Boston-native celebrities and embracing regional humor, Dunkin' reinforces its authentic connection to its origins, strengthening brand loyalty among its core customers.
Takeaways for Businesses:
Leverage Regional Identity: Embracing and highlighting a brand's geographical or cultural roots can foster strong connections with local markets and create a sense of authenticity.
Conclusion
If there’s one major takeaway from the Super Bowl 2025 ads, it’s that great marketing is always an extension of great business strategy. The most successful brands weren’t just spending $8 million for laughs — they were using their airtime to solidify their position in the market, communicate a strategic shift, or reinforce their brand identity.
For business leaders, the real question isn’t “What should my next ad look like?” It’s “What is the long-term strategy I want to reinforce?”
Connect with us to explore how we can help you refine your portfolio, unlock growth opportunities, and build a future-focused strategy that drives sustainable success.
