• BrandWeek, Thursday, May 29, 2008 9:45 AM

The value of Super Bowl ads has long been a point of debate among marketers, but at least one advertiser who spent big on this year's game-and was largely slammed for the quality of its creative-is reaping the rewards.

Amp and SoBe LifeWater, both of which were advertised on the Super Bowl for the first time this year, experienced significant Q1 sales surges. Amp outpaced all of the other major brands in the energy category with 28.7% growth, while LifeWater experienced a 247.9% increase in sales, giving it 6.6% of the enhanced water category.

Those numbers may not be tied entirely to the big game, however. PepsiCo has put huge media dollars behind both brands since the Super Bowl, though the company says the game provided the kick off the lesser-known brands needed.

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