Super Bowl

NY start-up wins Super Bowl commercial spot

Death Wish Coffee Co.
Source: Death Wish Coffee Co. | YouTube

Death Wish Coffee, a New York start-up with only 11 employees, is expecting a jolt in business after getting free access to the world's largest advertising platform: the Super Bowl.

In front of millions of viewers on Feb. 7, Death Wish Coffee's 30 second spot will air during the third quarter of Super Bowl 50, thanks to Intuit Quickbooks' annual "Small Business, Big Game" sweepstakes.

The coffee company packages and brews the "world's strongest coffee," a blend made from robusta coffee beans that are higher in caffeine — close to 200 percent more — than traditionally used arabica beans.

"The first year this contest was completed, a toy company called Goldiblox won, putting them in front of more than one hundred million fans," Teah Teriele, marketing manager for Death Wish Coffee, said in a statement. "Their business grew to over five times its size in a year. 'Imagine if that could happen to us?' Mike and I chuckled as we submitted content for the contest."

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Mike Brown, owner of Death Wish Coffee, has prepared 250,000 pounds to cope with the demand he is expecting following the Super Bowl 50 commercial. In all of last year, Death Wish Coffee roasted 350,000 pounds of coffee, according to Fortune Magazine.

With 30 second spots selling for $5 million each, Death Wish Coffee will appear alongside Super Bowl advertising veterans like Amazon, Budweiser, Coca-cola, Pepsi, Doritos and a slew of car companies.

From bean counter to king of hyper-caffeinated coffee

Death Wish Coffee was selected as one of 10 finalists from more than 15,000 applicants and was crowned the grand prize winner after a public vote online.

Runners-up Chubbies Shorts and Vidler's 5 & 10 will receive $25,000 and $15,000 worth of local media and advertising. All finalists earned a $10,000 prize and a congratulatory ad in their local paper.