After an eight-year hiatus from Super Bowl advertising, Victoria's Secret will run a 30-second ad featuring Adriana Lima during the game's second half. I'm someone who's in love with her DVR because it means less commercials, but the Super Bowl is one time that I actually don't mind ads because they're usually pretty creative and funny.
It's no wonder the lingerie company is reuniting their Angel's skin with pigskin. Victoria's Secret's sales have been down and the last time they ran a Super Bowl spot, 1.2 million people visited its website before the game had a winner. Oh, and let's not forget Valentine's Day is just around the corner!
Besides suffering sales, the company is facing increased competition. There's a new slew of hot bods following the as-much-skin-as-possible formula that is Abercrombie and Fitch. A and F's new concept is called Gilly Hicks, and its landing page reads: "Are you old enough? Our site shows a lot of skin. Therefore, you must be at least 18-years-old to enter this site."
Besides its younger shoppers, I'm not sure that Victoria's Secret has much to worry about in terms of lacy competition from Gilly Hicks. However, Victoria's Secret has its defense up with new and old competition alike. Jill Beraud, chief marketing officer of Victoria's Secret, talked about their gameplan when she said,"The more we see promotions out there, the more we believe we need to continue to build our brand and reinforce the notion of what is sexy."