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Dannon Plans A Super (Bowl) Ad

December 16, 2011
KEYWORDS advertising / yogurt
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A yogurt maker is buying an advertisement on next year's Super Bowl, a time when countless of Americans nosh on pizza, chips and guacamole dip, washed down with copious amount of beer or other beverages.

The Dannon Co., White Plains, N.Y., announced this week that it is buying commercial time during the third quarter of Super Bowl XLVI, to be played in Indianapolis on Feb. 5.

"It's the biggest stage," Michael Neuwirth, the company's senior director of public relations, told Dairy Foods. "It's all about the screens."

He said Dannon made the commitment in June even before Madonna was announced as the half-time entertainer.

While details about the content of the commercial will be revealed next month, Neuwirth did say the 30-second message will support Dannon's mission: "to bring health through food to as many people as possible."

The advertisement "will respect the context of the Super Bowl," Neuwirth said.

In a statement, Sergio Fuster, Dannon's senior VP of marketing, said, “We’re bringing yogurt to the Super Bowl to share with millions of Americans the great taste and unique benefits of this delicious, better-for-you food. We are committed to helping people lead a healthier lifestyle but not at the sacrifice of great taste. No matter who’s playing in the game on Feb. 5, we are guaranteed to inform and entertain the broadest possible base of Americans about the delicious and nutritious yogurt we make.”

Dannon has plants in Minster, Ohio, Fort Worth, Texas, and West Jordan, Utah. It approximately 100 different types of flavors, styles and sizes of cultured fresh dairy products. The company ranks NO. 24 on the Dairy 100, Dairy Foods' annual ranking of North America's largest dairy processors.

Source: Dairy Foods

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