New York
CNN
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Anheuser-Busch may be no more Liquor Brand Only to advertise in the Super Bowl, but it will still have a dominant presence — even if rivals swoon at the opportunity after a 33-year drought.
The beer company announced Thursday that it will have three minutes of national air time during this year’s big game, focusing on its biggest brands including Bud Light, Michelob Ultra and Busch Light. The decision to share the spotlight with rival wine and beer companies at the Super Bowl comes after they decided not to renew their exclusivity deal with the NFL last year, reports Worth. $250 million annual.
Anheuser-Busch chief marketing officer Benoit Garbe told CNN that the Super Bowl remains “a great way to kick off the new year” and that the highly watched game is “a beautiful platform to showcase our brand and creativity”. ” The brand has produced some of the game’s most memorable commercials, from Clydesdale horses to “Bud,” “Weiss,” “er” frogs.
Garbe said this year’s focus prioritizes traditional beer drinkers, a pivot from last year when it bought ads for Bud Light seltzer, a fad that has since seen its popularity fade and bud light nextits fledgling zero-carb beer that experienced Modest sales since launch. The latter, he said, “broke down” during the Super Bowl, but “needed time and commitment” to grow.
This year’s selection of Bud Light, Michelob Ultra and Busch Light is “consistent with our mega-brand strategy of focusing on large and growing brands at the time of year with heavy consumption,” Garbe said.
He added that the Bud Light ad would herald a re-introduction and “new era” of the brand. Specifics were not disclosed, but the ad would feature one of “Hollywood’s hottest stars”. Garbe said the spot would “bring new life and a new perspective” to the 41-year-old brand. In recent years, customers are increasing rapidly Choosing a Premium or Mexican LagerBud Light falling out of favor with some beer drinkers.
Michelob Ultra, which will have two commercials during the game, continues its focus on health-conscious beverages for those looking for a lower carb count. Garbe said the beer is the company’s “No. 1 growth engine” and is set to overtake Bud Light in sales soon. The commercials will feature former NFL star Tony Romo and boxer Canelo Alvarez.
bush light I am also making national headlines for the first time since 2017, Light lager has also been experiencing double-digit growth for the past five years, Garbe said, and has found its sweet spot in attracting outside drinkers. The ad featured an “iconic songwriter” alongside his brand mascot, Busch Guy.
Finally, Budweiser is getting a 30-second regional ad. Narrated by actor Kevin Bacon, the ad will “uncover the stories of passionate, self-made Americans, each connected by a Bud six-pack,” the company said in a release. The beer was not chosen for a national spot because its sales are “extremely regional”, Garbe said, and revealed that the nearly 150-year-old brand was being revamped this year to focus on a “young and multicultural audience”. will be launched.
Budweiser’s regional advertising includes Anheuser-Busch
(BUD) The Super Bowl will feature three and a half minutes (though many people will only watch three minutes’ worth of commercials). Garbe declined to say how much money it spent on the ad spots, but noted that the company spent 3.5 times more than the competition. Fox, which will air Super Bowl LVII, is reportedly charging $7 million for a 30-second spot during the February 12 game in Glendale, Arizona.
“We’re the biggest advertiser,” Garbe said, adding that “the reality is there was no true exclusivity” because competitors have always bought ads regionally.
Shortly after Anheuser-Busch announced last year that it was ending its exclusive deal with Molson Coors
(tap) Said it was a “no brainer” to buy air time during a game that attracted 100 million viewers. It began teasing this week whether it would feature Coors Lite or Miller Lite, with the location being broadcast during the first half of the game, According to AdAge.
heineken
(Haney) will spotlight it non alcoholic beer, in a 30-second commercial featuring Paul Rudd from Marvel’s Ant-Man films. The non-alcoholic beer segment is projected to become a $40 billion industry within the next decade as more drinkers moderate their habits.
Liquor giant Diageo
(DEO) Crown Royal is making its Super Bowl debut this year with an ad for whiskey. Notably, the British brand became the NFL’s first spirits brand in 2021, and was one of the first alcohol brands to advertise within NFL games after the league ended its ban on spirits in 2017.
Also joining in is Remy Cointreau. The French company bought a 60-second commercial for its Remy Martin cognac that would air in the first quarter of the game. It has previously aired regional commercials focusing on its gin.