MORTON GROVE, IL
Lifeway Foods, Inc., a leading kefir manufacturer, is airing its first national TV commercial during the 2015 Golden Globes broadcast on January 11, 2015.
“Advertising on the Golden Globes gives us an opportunity to reach a massive national audience with the demographics and lifestyle choices that fit our target customer,” said Lifeway Foods CEO Julie Smolyansky.
It is estimated that the commercial will reach an audience of more than 20 million viewers. According to a press release, the scale of this debut reflects the evolution of Lifeway’s flagship cultured dairy beverage from a niche ethnic and health food product to a mass-market food carried by major grocery chains across the U.S.
Tina Fey and Amy Poehler will host the Golden Globes, which is the third most watched program among women aged 25-49 in the season. It is also one of the only shows with year-to-year growth. Lifeway expects this to strengthen its already dominant 95% U.S. market category share.
“Kefir has been popular in Eastern Europe for centuries, but was relatively unknown in the U.S. until a few years ago. That has changed because of growing awareness of the benefits of probiotics, rising interest in healthy eating, and increased visibility in the dairy case as our distribution channels have expanded,” said Smolyansky.
The 30-second spot will focus on Lifeway’s commitment to sustainability, social good and responsible business practices. It was created by The Distillery Project and features music written and performed by percussionist and composer Glenn Kotche.
The ad will also re-air during the Saturday Night Live’s 40th anniversary special, which will air on February 15, and its encore presentation on February 21.
