"Life is a Ball": This is how expensive the Lindt Superbowl commercial was
The cheerful, upbeat 30-second commercial that the chocolate manufacturer aired during this year's Super Bowl has now been revealed by company CEO Adalbert Lechner, who disclosed how much this debut cost.
A Lindor ball flying from person to person, cheerful faces and a single male voice singing merrily to himself. This is the recipe for Lindt & Sprüngli's Superbowl advertisement. According to company boss Adalbert Lechner, this is the first time the company has advertised at the gigantic American sporting event.
According to CEO Lechner, the company paid CHF 6 million for the few seconds of advertising. "Initially, we were also a little cautious about this price," he said at the annual media conference in Kilchberg. But then they did the math: the Superbowl reached more than 123 million people. Broken down to each individual viewer reached, the price was cheaper than normal TV advertising, said Lechner. "We did good business, especially because we also received some free broadcasts due to a competition," he said. In addition, an audience was reached that would not normally be reached.
How Lindt fared in the 2023 financial year
Lindt posted an operating profit (EBIT) of 813.1 million Swiss francs in the 2023 financial year. This corresponds to an increase of 9.2 percent compared to the previous year, as the company announced. Sales, which Lindt had already announced in January, grew comparatively less strongly at 4.6 percent in Swiss francs. The EBIT margin rose accordingly to 15.6 percent after 15.0 percent in the previous year. The bottom line was a net profit of CHF 671.4 million. This is 17.9% more than in the previous year. A tax reduction, which Lindt had already announced, had a noticeable effect here. However, according to the press release, net profit would have risen by 5.6 percent to 601.7 million Swiss francs even without this one-off tax effect. (jag/SDA)
