Their commercials have been some of the most popular shown during Super Bowls, but don’t look for Doritos ads during the Super Bowl LI telecast Feb. 5.
Plano-based Frito-Lay, a subsidiary of PepsiCo that also makes Cheetos, Funyuns and Sun Chips, told Advertising Age in an email that it was ending a 10-year run for the chips because the game “did not fit with our marketing plans, however, we continue to enjoy a great partnership with the NFL that connects multiple brands within PepsiCo.”
What? No gobbling? No gratuitous groin shots? No dippy guys doing really dumb things? No flying pigs? No adorable tots one-upping dimwitted parents?
Staying on the sideline “gives them a year off to kind of think about what they might want to do next if they want to come back [in February 2018] and kind of reassess their strategy,” Advertising Age’s E.J. Schultz told ABC News.
Despite often falling flat with The Professionals Who Critique Super Bowl Spots, the ads were popular with viewers. According to Ad Age, Doritos topped the Ace Metrix ranking of the top five Super Bowl advertisers from 2010 to 2016. PepsiCo will, of course, sponsor the halftime show, which will star Lady Gaga.
Doritos joins Toyota, which pulled out of the game because it says the launch date for the Camry does not align with it.
Still, Variety reports that Fox, which will broadcast the NFL title game, has sold almost 90 percent of its ad inventory at almost $5 million per 30-second spot. Estimates of the remaining ad slots in Variety’s reports ranged from 15 to 17.
As Variety notes, selling Super Bowl ads isn’t the slam dunk it used to be. Advertisers may prefer to buy into a digital live-stream and they often must spend the same amount they are paying for the in-game commercial on other spots a network wants to sell. In addition, the ads have to meet a certain threshold, with production costs for celebrities, special effects and soundtracks often reaching $10 million.