Bosch reveals Super Bowl ad plans at CES - Brand Innovators

Bosch reveals Super Bowl ad plans at CES

German engineering and technology firm Bosch, whose products and services range from ebikes and tech for racecars to smart fridges and HVAC systems, is doubling down on the American marketplace.

And thus, the 139 year old company has plans to run a Super Bowl ad for the very first time, a launchpad for a four year US campaign. The brand revealed the plans during a press conference at CES. “We’re proud to announce here at CES that for the first time in our company’s history, Bosch will be advertising at the Big Game on February 9,” said Paul Thomas, president of Bosch in North America, during a press conference at CES.

“Stay tuned for more information in the coming weeks and make sure to keep an eye out for Bosch during the game.”

While the company would not share details about the ads, they did hint that some of their latest tech and tools, on display at CES, would likely show up on the spot. The tag line for the brand at CES is Coded #LikeABosch.

“Coded #LikeABosch” reflects our focus on identifying what people need and want – especially when it comes to things like safety, convenience, and efficiency,” said Dr. Tanja Rückert, member of the board of management of Robert Bosch GmbH, during the press conference.

“As ever, we remain committed to leveraging technology to make people’s lives better – in line with our ‘Invented for life’ ethos.”

Some of the company’s new tech revealed at the show includes the ability to lock the battery on Bosch ebikes using an app, as well as Range Control, a feature that lets ebikers assess how much charge they have and how far they plan to go to avoid running out of power in the middle of a ride. Danny MacAskill, Scottish trials cyclist, popped some wheelies on stage and spoke about how Bosch’s innovations in ebikes have helped him in his career. “There are a lot of technologies I’m already using today – things that help me plan my routes and collect data that let me evaluate my performance, so I can do better next time,” he said. 

Robert Wickens, motorsport racing driver, who was paralyzed from the waist down in an IndyCar crash, was on stage discussing how Bosch’s tech allows him to continue to race with the use of his hands. The Le Mans Daytona hybrid vehicle (LMDh) is the first hybrid-powered prototype racecar approved to compete in both NASCAR’s IMSA series. Built with Bosch’s technology RaceConnect, the car includes a brake-by-wire technology with hand controls.

Off the road and in the home, Bosch is introducing a range of new Bosch smart-home products that are now compatible with the Matter open standard for smart home and IoT devices. The range includes wall plugs, door and window contact, radiator thermostat, air purifier, an air conditioning unit and the Bosch 100 series French Door Bottom Mount refrigerator, which will be compatible with Alexa through Matter in 2025. 

“All these flexible, modular solutions can help to make your home more comfortable, energy-efficient, and secure,” said Thomas. “And looking ahead, in addition to managing our home appliances with our long-standing Home Connect app, users may be able to control all Matter-enabled devices across a smart home through partner systems or hubs, such as those from Amazon, Google, and Apple.”

Bosch aims to generate 6 billion euros with software and services over the next decade. 

“We’re planning multiple new product launches in our power tools and home appliances categories tailored to the U.S. market,” concluded Thomas. “There’s a lot of exciting stuff happening at Bosch in the U.S. right now. And beginning shortly, people here are going to be hearing a lot more from us. They’ll also be seeing us in places they’ve never seen us before.”

The campaign will kick off on February 9th at the Super Bowl. “We do it because we really do believe that the American market is one of the most important ones for us when we look at strategy and growth,” Boris Dolkhani, CMO of Bosch, told Brand Innovators at the press conference. “When you want to be a part of American culture, there is definitely one that you shouldn’t miss.”