These Challenger Brands Still Broke Through the Super Bowl

Hint and IEX made a play without spending millions of dollars

Hint and IEX both ran spots around the Super Bowl. Editor: Breana Mallamaci

San Francisco, Calif.—Hint, the zero-calorie, zero-sweetener beverage brand and IEX, the U.S.-based stock exchange completed an advertising run last week. They both had ads around the Super Bowl, without spending the millions of dollars for a national TV campaign.

@stephpaterik Stephanie Paterik is the executive editor of Adweek, where she leads the editorial staff and strategy.