Most Super Bowl ads understandably go for mass appeal. They're made by consumer brands whose target audiences basically boil down to "humans with mouths and limited impulse control."

But there's an interesting exception in this year's Big Game ad lineup: Dexcom.

If you haven't heard of the company, there's probably a simple reason for that. The med tech brand creates a glucose-monitoring system only used by diabetics.

Dexcom's most recent evolution of its tech eliminated the need for diabetics to prick their fingers to find their glucose levels, and despite the device's technical leap, a relatively small number of its potential customers knows about it.

That's where the Super Bowl comes in, along with Nick Jonas. Dexcom will run its first Super Bowl ad this Sunday in hopes of reaching diabetics who don't know they could be measuring their glucose via smartphone without poking their fingers.

I talked to Jonas—a Type-1 diabetic, user of the Dexcom device and paid endorser for the brand—and Dexcom's marketing chief, both of whom are excited about making the most of the Super Bowl's reach.

With more than 100 million viewers watching, Dexcom estimates it could reach 1 million potential users unaware of its technology.

Check out my writeup on Adweek to watch the spot and learn more about the strategy behind Dexcom's Super Bowl push.

What types of brands do you think the Super Bowl makes the most sense for? Let me know at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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