“Ritz is on a modernization journey,” she stated. “So, the way we thought about celebrities was really about who is going to tap into different components of the cultural conversation,” she stated. [6:47] The trio had been intentional selections aimed to make the traditional cracker really feel like a “modern savory icon” and introduce it to a brand new technology of shoppers.
Garrett Smith, agent of endorsements and voiceover at UTA, stated celebrities choose manufacturers that really feel like a “fit” and wish to be concerned.
“Bowen was very much involved in the creative process,” he stated. [8:20] “The talent takes these [spots] seriously. They want them to succeed. They want them to do well.” [27:52]
“I think the authenticity piece is super important, especially if you’re targeting a younger audience,” stated Margaret Johnson, CCO and accomplice at Goodby, Silverstein & Partners. [9:12] Johnson highlighted constructing a Cheetos marketing campaign with rapper and actress Megan Thee Stallion, who could be very public about it being her favourite snack. It was an genuine match that made sense for the model and Stallion. [9:25]
The distinctive connection of sports activities
While the Super Bowl pulls within the largest viewers of any sporting occasion (124.9 million viewers in 2026), the panelist agreed that stay sports activities supply entrepreneurs sturdy platforms to succeed in shoppers.
Lauren Griewski, head of Chase Media Solutions at JPMorgan Chase, talked in regards to the emotional connection audiences have with sports activities. “The emotion around live sports is very high,” she stated. “In highly emotive moments, people are more likely to remember a relationship that they have with a brand.” [23:14] The stress and drama of sports activities create a targeted viewers that manufacturers can leverage.
For Indy Khabra, co-founder and co-CEO of Livewire, he sees sports activities as IP that can be utilized in different media. Livewire, a worldwide gaming advertising firm, not too long ago teamed with the NFL to launch a 21-episode docuseries on the NFL’s YouTube channel known as “NFL Race to the End Zone.”
Because gaming has develop into so immersed in tradition, it’s an genuine approach for entrepreneurs to have interaction audiences. “From an integrated marketing perspective, whether that’s a retail media network or whether that’s a brand, we’re seeing gaming showing up as that extension, but also within the ecosystem there’s multiple different ways to play,” Khabra stated. [31:56]
• JP Bittencourt, Senior Vice President, Marketing, Sparkling Beverages, PepsiCo
• Denise Campbell, Vice President, Marketing Strategy, US Oncology and Enterprise Partnerships, Novartis
• Margaret Johnson, Chief Creative Officer and Partner, Goodby Silverstein & Partners
• Lauren Griewski, Head of Chase Media Solutions, JPMorganChase
• Indy Khabra, Co-Founder and Co-CEO, Livewire
• Olympia Portale, Senior Director, Crackers Marketing & Portfolio Strategy, Mondelez International
• Garrett Smith, Agent, Endorsements and Voice Over, United Talent Agency
• Will Lee, Chief Executive Officer, ADWEEK