This article is by Tim Calkins and Derek D. Rucker.
Death Wish Coffee will be advertising in the 50th Super Bowl.
The small company, based in Round Lake, NY, won the Intuit QuickBooks “Small Business, Big Game” contest, beating out more than 15,000 other companies. So on Sunday, Death Wish will be on the game.
Watch its commercial here:
The spot has the potential to be well received by consumers. What does it have going for it? It features powerful imagery to help break through the clutter. It also has branding with a distinctive name, and it has a benefit.
This is an amazing opportunity for Death Wish and its founder, Mike Brown. It could fundamentally change the trajectory of the company for many, many years.
Death Wish has potential because it has started with a fundamental aspect of marketing: a unique point of difference. Many people love caffeine, but until now, no brand has tried to own this benefit. This gives Death Wish an opportunity to thrive by addressing a niche segment of the market. It is a classic marketing strategy for a new product launch.
Still, there will be challenges. The biggest issue is that Death Wish will receive a one-time pop. It would not be surprising if we never saw Death Wish on the Super Bowl ever again, or even on network television. If Death Wish manages this well, it could capture significant momentum. If it doesn’t, the benefit will quickly fade away.
So what should Death Wish do?
First, the company needs to be ready to meet demand. It is almost impossible to predict the business impact of this spot. Looking back at all the small coffee companies that have advertised on the Super Bowl, we learn… well, nothing. There has never been a small company advertising on the Super Bowl.
Clearly, the 11 employees at Death Wish will need some help managing demand. The company has to be ready to fill orders and answer the phone. If people can’t place an order or access the website on Super Bowl Sunday, chances are they won’t return.
Second, Death Wish has to make the most of the moment. The company needs to capitalize on the PR buzz. Social media engagement is essential. People love authentic, quirky businesses that create high-quality craft products. If Death Wish plays it right, the company’s brand could emerge strong and vibrant. The next several days are critical; people will be talking about Super Bowl ads and possibly Death Wish.
Third, and perhaps most important, Death Wish needs a plan to build the long-term business. The firm will have awareness, and it will obtain a certain amount of trial. The real question is repeat. How will Death Wish keep people coming back? Getting one order is good, but profits come from repeat customers.
Death Wish needs to capture emails and give people a reason to come back to the site. It also needs followers on social media. If people order, the firm should prompt a repeat order. If people do a search on Death Wish, the company should capitalize on this and track the person.
The company should also think about long-term strategy. If Death Wish catches on, other brands will copy the benefit. How will Death Wish own its niche long-term? The firm might need more capital to invest in marketing and building distribution before competitors attack. Of course, this growth will bring risk and uncertainty.
So far, Death Wish is off to a solid start; this is an exciting and feel-good moment for the company. One of us has already visited the site, ordered coffee and signed up for the newsletter. The process was easy and quick. Apparently the coffee shipped the same day. Death Wish is active on social media and is putting a personal face on the company. This is all good.
The big question comes on Sunday when the spot airs. Will Death Wish be ready for all the attention?
Tim Calkins is a clinical professor of marketing at the Kellogg School of Management at Northwestern University. He teaches several marketing classes, including marketing strategy and bio-medical marketing.
Derek D. Rucker is the Sandy and Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management at Northwestern University, where he teaches advertising strategy.
To learn more about the Kellogg School Super Bowl Ad Review, visit here.
