This Tiny Coffee Company Just Landed a Super Bowl Ad

Three years ago, Mike Brown sold his car, moved back in with his mother, and prayed that his nascent coffee concept would somehow get off the ground.

His business, Death Wish Coffee, sells through six retail partners, and has a strong e-commerce branch. Now, it’s expected to significantly expand its reach thanks to a 30-second ad during the 2016 Super Bowl 50, which airs on television on February 7.

On Thursday, Death Wish Coffee was announced the winner of Intuit’s “Small Business, Big Game” competition. In hopes of winning first prize for Super Bowl ad spot, companies raced to apply last summer. Judges selected by the software maker picked 10 finalists from a total of 15,000 small business applicants. The American public then voted on their favorites.

The ad will be produced by the production agency RPA. All costs will be covered by Intuit.

“The goal of this competition is really to help fuel the success of small businesses,” said Bill Rancic, the celebrity entrepreneur host of the contest.

Death Wish Coffee is clearly poised for a major sales boost. Last year alone, the Super Bowl drew 114 million viewers, making it the most-watch television event to date.

Major companies typically spend around $4.4 million for a slot (that’s 76 percent more than what it cost 10 years ago, according to data from ad-tracking research firm Kantar Media). Between 2006 and 2015, the Super Bowl generated a whopping $2.38 billion in sales for those brands, data showed.

The runners-up in the competition were Vidler’s 5 & 10, a traditional five-and-dime store based in East Aurora, N.Y., and Chubbie’s Shorts, a clothing retailer based in San Francisco, Calif.

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