After debuting last year, skincare brand eos is returning to the Super Bowl for its second year in a row with a new :30 second spot that will highlight the brand’s Cashmere Body Mists line.
“The Super Bowl is one of the rare moments where culture truly converges – whether you’re watching for the game, the ads or the halftime show,” said Carley Caldas, senior vice president of marketing & creative of eos. “For eos, it was an opportunity to show up in a moment that brings everyone together and introduce our flavor- and scent-first point of view on a massive stage. It’s a shared cultural conversation with unmatched scale and attention.”
The Cashmere body wash featured in last year’s Super Bowl spot for the brand, which featured real life Gen Z consumers with their Gen Alpha little sisters, aka “the ultimate critics,” who despite their openness to criticize their sibling’s skincare choices, turned out to be fans. This year’s ad will play up the brand’s signature “smells delicious” sensibility, said Caldas and will run “across a mix of pre-kick and in-game placements.”
Known for its deep connections with Gen Z through pop ups and creator relationships, eos has an opportunity to use the Super Bowl to connect with fans and reach new audiences, who may be discovering the brand for the first time. “We’re speaking to culturally curious consumers who love discovering brands that feel fun, expressive, and a little unexpected,” explained Caldas.
The Super Bowl will serve as the launch pad for a campaign that runs beyond game day from social storytelling to activations. Caldas also said that there would be retail partnerships and creator content following the ad.
“Our community is at the center of everything we do,” she said. “We’re always looking for ways to reward our Day Ones while inviting new fans to discover eos and find their favorites. You can expect this moment to extend into experiences that feel true to the brand: playful, sensory and built to bring people closer to eos in ways that feel natural and fun.”
