Protein yogurt brand Oikos drew upon learnings from its six previous Super Bowl campaigns when creating its seventh, for Super Bowl LX. Perhaps the most significant result of these insights is the decision to air the 2026 ad only on Peacock’s streaming coverage of the game, eschewing traditional broadcast TV.
“We have always had a digital-forward approach to the big game,” says Victoria Badiola, Senior Vice President, Oikos Danone U.S. “I think we see that with streaming viewership, we’re able to reach Gen Z and millennial audiences. They’re looking for a viewing experience that’s flexible and on demand and mobile.” She adds that Peacock’s viewership increase last year of well over 40% contributed to the decision.
While the 30-second ad won’t appear on network TV, Oikos is amplifying it with retail activations, ads on retail websites, and social content leading up to spot’s February 8 game-day debut. “From the moment that the spot airs, we’ll obviously be engaging with consumers in real time, making sure that we’re part of the conversation and finding ways to surprise and delight,” Badiola says. “And this year, we’re folding more influencers into the plan. We’re fine-tuning who are the right types of influencers that reach our audience and have the right content to deliver our brand message that stronger makes everything better.”
Showcasing New Protein Products
Titled “The Big Hill,” Oikos’ upcoming commercial features Emmy-nominated actress Kathryn Hahn and Baltimore Ravens running back Derrick Henry on a San Francisco cable car. When the car gets stuck going up a hill, it’s Hahn rather than Henry who saves the day, thanks to the strength she gained from her Oikos protein shake.
Thematically the spot is similar to those of the 2025 Super Bowl, in which Oikos-fueled actress Juno Temple carried NFL defense end Myles Garrett across an airport, and the 2024 game, which saw diminutive actor Martin Lawrence rather than tight end Shannon Sharp lift a golf cart from a pond.
Unlike previous ads, however, this year Oikos is spotlighting two products: one of its best-sellers, the Oikos Triple Zero yogurt cup, and its protein shake, which launched in May 2025. “This was a great time, when we had a big and engaged audience, to make sure we were driving awareness and salience of that relatively new item in our portfolio, and tell people, Hey, this brand is growing, and we’re expanding, and we’re giving you new protein products in new ways and new formats,” Badiola says.
Measuring Momentum
Given that Oikos returns to the Super Bowl time and again, the game obviously delivers for the brand. “We always see great momentum surrounding the time of the big game. It is one of, probably, the key tentpoles in our year in terms of when we activate,” Badiola says. “It’s the perfect fit and the perfect moment. We consider ourselves to be a brand that stands for the idea of strength, and the big game is one of these perfect displays of physical strength, and it gives us a chance to emotionally connect with the audience around this moment of strength and perseverance that’s happening on the field.”
Paid impressions of the spot itself as well as owned, earned and shared impressions of the surrounding content are among the metrics Oikos will use to assess the campaign’s success. “But the number-one KPI is how does that momentum translate into what we’re doing at retail and on the shelf,” Badiola adds.