Every Super Bowl ad enters the same arena.
The same audience.
The same broadcast.
The same impossible expectations.
Don't get too salty, these campaigns are not full ads yet. They are teasers, opening moves designed to set tone, signal intent, and shape expectation before the final reveal.
We analyzed three snack brand teasers released ahead of Super Bowl LX to understand how each brand is choosing to show up early — and which audiences are responding most strongly.
The brands analyzed:
Pringles. Lay’s. Ritz.
Each placed a very different bet.
Let’s get into it.
Pringles: Pop Culture as the Entry Point
Pringles opens playful and unmistakably current.
The teaser stars Sabrina Carpenter, making her Super Bowl advertising debut. She sits on a kitchen floor holding a bouquet made entirely of Pringles chips, plucking the “petals” while repeating the familiar refrain: He loves me, he loves me not.
The teaser ends on He loves me, followed by a bite.
No context. No explanation. No resolution.
Pringles has confirmed this is only the beginning. More reveals will follow ahead of the game, continuing the brand’s long-running “Once You Pop, The Pop Don’t Stop” platform.
This teaser is not about story. It’s about tone.
AVI confirms that choice traveled exactly where it was meant to.
Audience: From pop culture heat to social amplification
The assumed Pringles audience is younger, trend-aware, and socially active — people who treat the Super Bowl as a cultural moment, not just a sporting event.
AVI confirmed that foundation. Pringles resonated most strongly with audiences defined by cultural participation and social energy:
Pop Culture Enthusiasts
Millennials and Gen Z Consumers
Lifestyle Influencers
Sports Betting Participants
Social Gatherers
Creative Party Planners
What matters here is timing. Pringles performs best before the game is even played — on social feeds, in group chats, and in party-forward environments where celebrity, humor, and shareability move fastest.
This is a teaser designed to travel early.
Lay’s: Restraint, Heritage, and Withholding
Lay’s takes the opposite approach.
Its teaser runs just six seconds. No celebrity. No dialogue. A single image: a hand rising from a potato field, holding a raw potato. The brand offers no explanation, only a prompt to watch for what comes next.
This teaser introduces Last Harvest, the next chapter in Lay’s farm-to-table storytelling and the opening signal of the brand’s largest refresh to date. It follows last year’s The Little Farmer, which traced a potato’s journey from field to chip.
Like Pringles, Lay’s has confirmed this is only a teaser. The full story is still to come.
But the restraint is intentional.
AVI shows that even in fragment form, the imagery resonates with audiences who value continuity and meaning over novelty.
Audience: From game-day reliability to trust-first mindsets
The assumed Lay’s audience is broad, familiar, and household-driven — people who reach for Lay’s as a default choice during shared moments.
AVI confirmed that core. Lay’s resonated most with:
Visual Storytelling Appreciators
Quality-Driven Snack Buyers
Taste-Focused Families
Game Day Snack Seekers
Trust-Oriented Buyers
What’s notable is where Lay’s performs best. Not in high-energy social feeds, but in living rooms, family settings, and tradition-driven viewing environments where the Super Bowl is part of an annual ritual.
Lay’s is not racing for attention. It’s reinforcing confidence.
Ritz: Ease, Humor, and Social Comfort
Ritz splits away from both.
Its teaser places a single character in a tropical beach setting, casually using a conch shell as a phone. The joke is simple. The tone is light. The visuals are warm.
No celebrity. No suspense. No promise of escalation.
Like the others, this is only a teaser. But Ritz’s intent is clear early.
AVI shows this creative resonating most with audiences who experience the Super Bowl as a social backdrop rather than a focal event.
Audience: From casual viewers to effortless hosting
Ritz aligned most strongly with:
Super Bowl Socializers
Lighthearted Humor Lovers
At-Home Entertainers
Super Bowl Casual Viewers
Young Professionals Unwinding
Group Gathering Participants
Ritz performs best in low-pressure environments like casual watch parties, background viewing, and moments where the game is secondary to the gathering. It doesn’t compete for attention. It fits into it.
So Who Wins?
At the teaser stage, Pringles holds the early lead.
Based on predicted resonance, Pringles shows the strongest alignment with how attention actually behaves before and during the Super Bowl. Its teaser activates pop-culture-driven audiences early, travels well across social and party contexts, and benefits from celebrity recognition that accelerates recall before kickoff.
Pringles performs best where momentum compounds: pre-game buzz, group viewing, and culturally engaged audiences who amplify what feels current and fun.
Lay’s remains the safest bet for scale and longevity. Its teaser reinforces trust and tradition, positioning the brand to perform strongly once the full ad airs, especially in family and ritual-driven viewing environments. Lay’s is unlikely to spike early, but it is well positioned to sustain attention across the broadcast.
Ritz wins comfort-first contexts, but its lighter, lower-stakes approach limits breakout potential in a moment dominated by spectacle and conversation. It performs best as a supporting presence rather than a headline driver.
The prediction:
Pringles is best positioned to win the moment.
Lay’s is best positioned to win the room.
Ritz is best positioned to win the vibe.
The final outcome will depend on execution when the full ads air — but heading into Super Bowl LX, Pringles owns the strongest early advantage where attention moves fastest.
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