How e.l.f. Made a Splash With Super Bowl LVII Spot
In the world of marketing, capturing the attention of consumers can be a challenging feat.
However, when a viral moment presents itself, brands have the opportunity to capitalize on the buzz and make a lasting impression.
This is precisely what e.l.f. Cosmetics did when they seized the memeable moment of Jennifer Coolidge saying in an interview that she wanted her next role to be that of a dolphin.
The moment originated from an interview backstage at the 2023 Golden Globe Awards with Jennifer Coolidge, the iconic actress known for her roles in "Legally Blonde" and "The White Lotus," where she jokingly stated that she wanted to play a dolphin in her next role. The clip quickly went viral, and social media platforms were flooded with memes featuring Coolidge's interview.
e.l.f., a popular makeup brand, recognized the potential of this viral moment and quickly sprang into action.
They worked quickly to create their first-ever Super Bowl ad with Mike White, creator of The White Lotus, that features Coolidge applying the company’s Power Grip primer — which is a viral TikTok product — then looking into the camera while proclaiming she looks like a baby dolphin, followed by a dolphin impression.
The response was overwhelmingly positive, with users applauding e.l.f. Cosmetics for their clever marketing strategy and witty sense of humor. The Power Grip primer has over 70 million views on TikTok and is reportedly the #2 SKU in mass cosmetics.
e.l.f. Cosmetics' ability to capitalize on a viral moment highlights the importance of staying attuned to popular culture and social media trends and not being afraid to take a risk.
By engaging with consumers on a level that resonates with them, brands can establish a stronger connection with their audience and create a lasting impression.
