Daily Journal masthead

A coffee with an edgy name and that's made by a small business is getting a commercial in Super Bowl 50

bug
Share/Save/Bookmark

NEW YORK — A coffee with an edgy name and made by a small business is getting a commercial in Super Bowl 50.

Death Wish Coffee Co. won a competition held by software maker Intuit for a 30-second spot during the third quarter of the big game on Feb. 7. The Round Lake, New York, company beat more than 15,000 other small businesses in voting by the public and Intuit employees.

Death Wish was founded in 2012 by Mike Brown, who owns a coffee house in Saratoga Springs, New York, and wanted to find a strong, highly-caffeinated brew. Packaged in a black bag with a skull and bones label, the coffee, a blend that Brown created, is sold in a handful of stores and online. Death Wish currently sells about 1,000 pounds a day, a number expected to increase considerably after the Super Bowl spot runs.

Brown recently hired two employees to prepare for a jump in business, giving him a staff of 12.

"If even half a percent of the people who watch the commercial decide to buy a bag and give it a try, and 90 percent of them recommend it to others, we could have some amazing growth in the future," he said.

The commercial shows a Viking galley ship in stormy waters with the crew exhorted to keep rowing; the ship and the sea end up in a cup of Death Wish coffee downed by a man in his 21st-century kitchen.

Super Bowl commercials are usually bought by high-profile brands like Chevrolet, Doritos and Budweiser. Some spots have been used to showcase younger but fast-growing companies, most notably Apple, whose 1984 commercial creating buzz about its Macintosh computer is seen as the gold standard of Super Bowl ads.

But with a spot costing $5 million for air time alone, the game is far beyond the advertising budget of most small businesses.

Death Wish is the second company that Intuit has bought an ad for. In 2014, it paid for a spot for GoldieBlox, a toy for girls, after holding a similar competition.

The Super Bowl is the most-watched event in the U.S. Last year's game between the New England Patriots and Seattle Seahawks had an audience of over 114 million people. The ads get almost as much attention as the game itself. Viewers post comments on social media during the game, and the commercials are a topic of conversation the day after.

_____

Online:

http://www.smallbusinessbiggame.com

http://www.deathwishcoffee.com

Think your friends should see this? Share it with them!

Story copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Feedback, Corrections and Other Requests: AP welcomes feedback and comments from readers. Send an email to info@ap.org and it will be forwarded to the appropriate editor or reporter.


We also have more stories about:
(click the phrases to see a list)

Category:

Follow Daily Journal:

All content copyright ©2016 Daily Journal, a publication of AIM Media Indiana unless otherwise noted.
All rights reserved. Privacy policy.