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?

Lisa McTigue Pierce, Executive Editor

February 16, 2023

12 Slides

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.

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

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