The Dannon Company has announced that it will advertise during Super Bowl XLVI, making it the first yogurt company in history to do so.
Dannon’s ad will air during the third quarter of the game on Feb. 5.
The Super Bowl is, of course, far better known for ads for beer, soda and snack brands such as Frito Lay.
Dannon SVP, marketing Sergio Fuster said the company wants to "inform and entertain the broadest possible base of Americans about the delicious and nutritious yogurt we make.”
Dannon is keeping specifics about the ad under wraps, but noted that it is part of an integrated campaign.
Dannon's major marketing push in recent months has been for its newly repositioned Dannon Oikos Greek line (formerly Dannon Greek), with a television campaign featuring actor John Stamos.
As of July 2011, Chobani continued to heavily dominate the Greek yogurt market, with about a 40% share, followed by Fage (with about half that share), and Dannon in third place.