E.l.f. Leverages Super Bowl Halftime Show for Purpose-Driven Initiative
E.l.f. Cosmetics is utilizing the cultural significance of Bad Bunny’s Super Bowl halftime performance to launch a purpose-driven marketing initiative. This campaign aims to resonate with audiences by blending humor, telenovela themes, and a call to language learning.
E.l.f.’s Campaign Launch During the Super Bowl
The campaign will commence with a 30-second advertisement airing on Peacock during the Super Bowl. According to CMO Kory Marchisotto, this initiative emerged from a combination of ideas and inspirations converging at the right moment.
Marchisotto described this phenomenon as “constellation building,” where various signals align to create a unique opportunity. The concept took root while the marketing team was developing new content for their “Descubre e.l.f.ecto” series, inspired by telenovelas.
Inspirational Roots of the Campaign
Bad Bunny, who is set to headline the halftime show, humorously challenged English speakers to learn Spanish in time for his performance during an October “Saturday Night Live” monologue. E.l.f. seized this moment to integrate their existing telenovela content with Bad Bunny’s challenge, marking a strategic entry into the Super Bowl conversation.
The Star-Studded Video: “Melisa”
- Cast: Melissa McCarthy, Nicholas Gonzalez, Itatí Cantoral.
- Production: Created by 72andSunny Amsterdam, directed by Tim Heidecker.
- Visual Style: 30 frames-per-second video, vibrant colors, and dramatic lighting.
The video titled “Melisa” humorously portrays McCarthy using E.l.f.’s best-selling product, the Glow Reviver Lip Oil. Marchisotto emphasized that the product’s moisturizing benefits can help users speak Spanish more fluently, showcasing the campaign’s playful tone.
Campaign Distribution and Language Learning Sponsorship
The 30-second cut of “Melisa” will premiere during the Super Bowl and continue to run for eight weeks across various platforms. This includes Spanish-speaking networks like Univision and other digital channels. In addition, E.l.f. will offer Beauty Squad loyalty members a complimentary two-week subscription to Duolingo’s Super service, promoting language learning opportunities.
Building Community Engagement
E.l.f. has previously engaged with consumers during the Super Bowl, such as featuring ads aimed at women in 2023 and executing a live, streaming experience last year aimed at Gen Z. Marchisotto noted that the current campaign is about being interwoven into cultural narratives, rather than merely capitalizing on the Super Bowl itself.
Support for the Latino Community
This campaign is a continuation of E.l.f.’s initiatives to embrace Latino consumers. Notably, research indicates that Hispanic households significantly invest in cosmetics, spending around $250 annually, which is 27% more than non-Hispanic households. E.l.f. finds that Hispanic households make up 18% of their buying demographic, representing a 29% higher rate than the general industry average.
“We do everything in service to the community,” Marchisotto stated, highlighting the brand’s commitment to supporting Latino individuals amidst changing social dynamics. E.l.f. remains focused on uplifting the communities it serves, irrespective of surrounding political controversies.
