Some marketers say they won't be previewing their Super Bowl ads online ahead of the big day, hoping their ads will generate more buzz if they're able to genuinely surprise game watchers. Others, including Kraft, will release a teaser and save the full spot for the game. Kraft will release a teaser of the ad for its MiO Fit liquid water enhancer before unveiling the full 30-second spot during the third quarter. "We prefer keeping it a surprise for our consumers," said Doug Weekes, vice president for refreshment beverages at Kraft.

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