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How Did Packaging Score During Super Bowl LVII?
Brands use the annual TV extravaganza to tout their winning products, which often means packaging gets a spotlight, too. How did it fare?
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Cooper Neill / Contributor / Getty Images
More than 113 million viewers watched Super Bowl LVII this year, making it the second highest audience for the Big Game, according to Nielsen. In 2021, 43% of game viewers watched the ads. Figuring a similar percentage for this year means the brands airing commercials had a captive audience of about 48 million watchers.
Not bad for the average cost of $7 million for a Super Bowl ad in 2023.
Because packaging is integral to many products, if often shares the spotlight in the commercials. How well did packaging fare in Super Bowl commercials this year?
In recent previous years, packaging sustainability was on the hook. Not so much this year. Brands flouted packaging design and functionality.
Here are critiques of a dozen packs seen in commercials during Super Bowl LVII.
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