In a nod to the show Shark Tank, the to start with-ever Super Bowl professional for Bon & Viv Spiked Seltzer depicts its “founders” Bonnie and Vivian as mermaids pitching their lower-calorie alcoholic fizzy drinking water to a team of Hammerheads and Wonderful Whites. Chelsea Phillips, the VP of “beyond beer” brand names at AB InBev, tells Ad Age, “The spot alone is not only a pitch to the buyers, the sharks, but a pitch to the American general public.”
As it turns out, Bonnie and Vivian are made-up people. The manufacturer was actually started by a fellow named Nick Shields back in 2013 when it was basically identified as Spiked Seltzer. AB InBev acquired the brand name again in 2016 and resolved to rebrand it as Bon & Viv Spiked Seltzer — a play on the phrase “bon vivant” — to enable stand out from the relaxation of the fizzy water pack.
“It has two girls in a founder placement and introduced in a distinctive way than we have ever observed liquor present girls figures before,” Phillips says about the fictional founders depicted in the business. “The toughness of these women of all ages is quite critical to me. As a woman VP, I want to see additional of that representation in this house, but I didn’t want it to be a trope. I just preferred it to experience pure… as opposed to additional of an overt assertion.”
“The Pitch” will air in the course of the 1st quarter of today’s sport, correct after the coin toss.
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