Alex and Ani Super Bowl ad creates big buzz - ABC6 - Providence, RI and New Bedford, MA News, Weather

Alex and Ani Super Bowl ad creates big buzz

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By: Melissa Toupin

There were no spoken words. Only images appeared as the names Alex and Ani flashed across millions of television screens nationwide. It was the Rhode Island companies very first Super Bowl ad.

"E-mail, text, Facebook, you name it. People were responding in a very positive manner," said Alex and Ani CEO Giovanni Feroce.

The now infamous 'blackout' during the big came could have spelled disaster for the commercial's debut. Viewers could have turned away. Instead the response was overwhelming. The Cranston companies web site was flooded and their name trended on Twitter.

"It created this drama," said Feroce. "Third quarter, right before the start of the fourth quarter, when the game was really exciting, is when we came on. So we couldn't have asked for a better time slot."

The ad was a surprise even to regular customers at the Cranston store. They are used to seeing giants like Budweiser, Doriots, and Pepsi pay record ad prices for a 30-second spot. This year the cost was 3.8 million dollars.

"I was actually quite shocked," said Paula Montgomery of Dartmouth, Mass. "When I got to work this morning that was one of the first things we talked about."

Alex and Ani's 30-second commercial was shot at Belcourt Castle in Newport, Rhode Island. It cost the company 2 million dollars, and was seen here in the North East as well as in cities including Seattle, San Francisco, Denver, Atlanta, and Washington D.C.

Founder Carolyn Rafaelian, who was at the Super Bowl herself,  makes a cameo in the spot.

"Carolyn likes to remain behind the scenes for the most part, but I do feel it's important for the public to know who she is," said Feroce.

Traffic on was up 555% during the game, and sales saw a nearly 250% boost.

The commercial exposed Alex and Ani to more than a hundred million eyeballs. The company expects to make it's 2 million dollar investment back in about two weeks time.

Alex and Ani products are manufactured in the United States by re-using and recycling materials. Their headquarters are in Cranston, Rhode Island.

"If we advertise, and the consumer spends dollars, they can be assured that they've helped create jobs here in America, and it's just a great feeling," said Feroce.


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