Clothing and Accessories: Levi’s
Levi’s made a triumphant, booty-centric return to the Big Game after a two-decade hiatus. The 45-second ad, “Backstory,” celebrated the brand’s legacy of making backsides look good, including those of musician DJ Questlove, NBA star Shai Gilgeous-Alexander, K-pop singer Rosé, and finally rapper Doechii.
48% of total Super Bowl ad-driven engagement in the clothing and accessories category was created by “Backstory.”
Consumer Software and Web Services: Meta
NFL legend Marshawn Lynch, filmmaker Spike Lee, pro golfer Akshay Bhatia, and a handful of other recognizable faces appear in Meta’s high-intensity ad for its AI-enabled Oakley sunglasses.
Audiences responded well to the Meta Oakley spot, “Athletic Intelligence Is Here,” helping the brand beat out others in the category including Base44 and Wix.
CPG Snacks and Candy: Lay’s
While CPG snack brands like Ritz and Nerds Gummy Clusters brought celeb power, Lay’s was the big winner. The chips brand aired two in-game, non-celebrity-focused ads.
The brand owned 70% of total Super Bowl ad-driven engagement among CPG snacks and candy brands.
Drinks: Pepsi Zero Sugar
Pepsi poked fun at its biggest rival by co-opting Coca-Cola’s longtime polar bear mascot in a cheeky 30-second ad aired during the second quarter.
Audiences loved the spot, and it drove greater engagement than any other drinks brand in the Big Game, which included Red Bull, Poppi, and Liquid I.V.
Enterprise Software: Salesforce
CRM titan Salesforce led the enterprise software category on Sunday, generating nearly three times the next brand in its category: Slack, which Salesforce owns.
While Slack didn’t have a standalone ad but appeared in Salesforce’s ad, EDO measured it separately for engagement. The closest trailing brand after Slack was Squarespace. Salesforce worked with YouTuber MrBeast to challenge viewers to solve puzzles for a chance to win $1 million.
Pharmaceuticals: Wegovy
In its Super Bowl debut, Novo Nordisk’s GLP-1 medication Wegovy showed up in a 90-second star-studded spot that included appearances from Kenan Thompson, DJ Khaled, Danielle Brooks, Ana Gasteyer, John C. Reilly, and Danny Trejo.
The brand generated the largest portion of pharma-specific Super Bowl ad-driven engagement, per EDO’s scoring—an impressive feat in a crowded field of GLP-1 advertisers at the Big Game.
The influx is “reflecting both the cultural momentum around GLP-1s and the impact of introducing a more accessible format after building awareness earlier in the year,” said EDO’s Grover.
