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because that many little businesses, the idea of ever before having a Super bowl commercial to introduce their company on a national stage is a pipedream. For death Wish Coffee, that aspiration became a reality.

The Saratoga Springs, brand-new York-based coffee firm — which claims to be the "home that the world's the strongest coffee" — won the 2016 Intuit QuickBooks tiny Business large Game contest. The cool prize to be a 30-second advertisement on Feb. 7 during Super bowl 50, finish with ad agency RPA ~ above hand to help conceptualize the ad. Sources stated a 30-second spots cost around $5 million this past big Game.


"We had actually 150,000 human being hit the site at once (right after the advertisement aired)," said Mike Brown, the founder and owner of death Wish Coffee. "Everything hosted tight. Naught faltered. Us did get a lot of requests and opportunity roll in and starting at the point. I've to be trying to weed through them."

according to commercial analysis firm point out Trender's nationwide representative poll of Super bowl ads, 64 percent of human being said the they took pleasure in the ad, and 87 percent claimed they would remember it. Much more than fifty percent said they were most likely to purchase the product.

The next day, fatality Wish whole Bean Coffee to be the No. 1 best-seller in the grocery & Gourmet category on Amazon.com, and it was 2 of the peak 10 spots in that is Movers & Shakers category, definition the company's sales rank raised 550 percent in just 24 hours.

Brown said that less than a mainly after the ad aired, business was about five times greater than typical levels. He was averaging four to 5 hours of sleep a night make the efforts to store up v the number of opportunities flowing in.

"We're currently at around 50 percent of our revenue critical year, which bodes well because that this year," he said at the time.


Intuit has only run the big Game small Business twice, in 2014 and 2016. Two years after its super Bowl ad aired, engineering toy GoldieBlox is still feeling the positive impact from that is commercial. Sales have increased 7,000 percent due to the fact that the advertisement aired two years ago. Before its at sight Bowl advertisement aired in 2014, GoldieBlox was in under 1,000 retailers. Through the finish of the year, they were in 6,000. Today, they're in end 8,000 stores.

You are watching: Death wish coffee super bowl commercial

"That was always our dream," claimed GoldieBlox founder Debbie Sterling. "We wanted to disrupt the pink aisle. The at sight Bowl advertisement helped acquire us there, i beg your pardon is virtually unheard of because that a small start-up firm like ours."

Sterling, whose an initial job out of college was for branding agency Hornall Anderson, and also her husband and GoldieBlox co-founder Beau Lewis, who previously owned a viral video agency referred to as Seedwell, knew the value of a super Bowl ad going in. Simply entering the Intuit competition and also appealing on social media to get human being to poll for them created substantial publicity roughly their company, on which they capitalized.

"We have a really strong marketing background, which is why we knew what a huge deal the Super bowl was," she said. "We knew how large of a deal it to be for getting our society mission out there, therefore we certainly went in learning what a really priceless possibility it was and the value you obtain from something choose that."


before the Super bowl ad, the firm had additionally gotten media attention in 2013 for creating GoldieBlox advertising in i m sorry it offered the playthings to create a Rube Goldberg machine. It used the song "Girls" by the Beastie Boys as the soundtrack. The group sued the firm for making use of unlicensed music. Sterling said there was not much she can legally say around the case, various other than the agency learned "a lot about how an effective music can be and also how it can send a strong message."

The supervisor Bowl advertisement gave the firm the chance to was standing on its own exterior the dispute — and also it did. Instantly after the ad aired, website traffic to the website enhanced 8,000 percent.

She included that after ~ the Super bowl commercial aired, it no only boosted sales, however the cache and prestige of their brand. It allowed them to think outside the box and also go for other marketing methods that wouldn't normally arise. Because that them, the meant acquiring a to rise in the Macy's Thanksgiving work parade.

"In order to truly leverage the Super bowl commercial, you need to not think of it as the pinnacle, however as a jumping off suggest of what your next goals are," she said.

Sterling said she does wish she had actually done a few things differently. Like Brown, she had actually a variety of ads flooding in best after the ad. She desire she satellite down through her team to take time and not get overwhelmed.

"You're not big enough yet and also prepared enough yet to execute them all," she said. "Getting aligned with the executive, management team approximately that and bringing those you can to fruition. That's my best advice."



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Time will only tell if death Wish Coffee will have the very same trajectory. Points have died down since then, but that doesn't mean organization has slowed down.

together of the mainly of march 20, death Wish's Brown approximates that orders are still three times higher than prior to the ad. The company included two additional employees because the Super bowl commercial, and also plans to include two much more to reach 15 employees by the finish of following quarter.

"I'm running a business that is three times the dimension now," Brown said. "It's an adventure every day."

Amazon data shows that death Wish entirety Bean Coffee is No. 34 on the finest Seller list in the grocery store & Gourmet category, and No. 18 in the Coffee, Tea & Beverages category. It has actually an median rating that 4.7 stars out of 5, v 82 percent of customers ranking it v a 5-star rating.

Brown isn't that stressed around the flow of business. Before the super Bowl, that had created a perform of "probable scenarios," "worst-case scenarios" and also "best-case scenarios." While whatever that has happened doesn't fit neatly right into those boxes, that did prepare the for most things. He additionally created one "opportunities bucket" to help sort through brand-new offers.

"Just be open up minded and take things one day at a time," he said. "It's almost daunting thinking back. I made a allude to tell myself to gain the process. I said if ns wasn't walk to enjoy it, why would I do it in the first place?"

also Intuit has learned from the experience. Once it rebooted the regime in 2016, it merged the regimen with its own It network and also its QuickBooks attach conference. Own It is a communication that enables smalls service to connect with every other.

"One the the large things we learned that was ~ the program ended (in 2014) is that the tiny businesses wanted to continue the interactions with the participants. … This year we put it all (our services) together," said Ken Wach, an elderly vice chairman of marketing because that Intuit's tiny Business Group.

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And, death Wish has actually been a beneficiary of the change. Brown said looking back a little over a month later on one of the ideal things the did to be hire an accountant, who he met in ~ the QuickBooks attach convention.

"Hire an accountant!" Brown added. "The smarter the better! speak to her accountant! Those are the most important civilization to it is in friends with!"