New York
Act Daily News
—
Anheuser-Busch could now not be the solely alcohol model to promote on the Super Bowl, however it is going to nonetheless have a significant presence — whilst rivals pounce on the chance, following a 33-year drought.
The beer firm introduced Thursday that it’s going to have three minutes of nationwide air time throughout this 12 months’s large sport, specializing in its largest manufacturers, together with Bud Light, Michelob Ultra and Busch Light. The resolution to share the highlight with rival liquor and beer corporations within the Super Bowl comes after it selected to not renew its exclusivity deal final 12 months with the NFL, price a reported $250 million yearly.
Benoit Garbe, chief advertising officer for Anheuser-Busch, informed Act Daily News the Super Bowl stays a “great way to kick off the new year” and the extremely watched sport is a “beautiful platform to showcase our brand and creativity.” The model has engineered among the sport’s most memorable adverts, from the Clydesdale horses to the “Bud,” “Weis,” “Er” frogs.
This 12 months’s focus prioritizes drinkers of conventional beers, Garbe stated, a pivot from final 12 months when it purchased adverts for Bud Light Seltzer, a fad that has seen its recognition since fade and Bud Light Next, its fledgling zero-carb beer that has skilled modest gross sales since launch. The latter, he stated, “broke through” through the Super Bowl, however “needs time and commitment” to develop.
Choosing Bud Light, Michelob Ultra and Busch Light this 12 months is “consistent with our mega-brand strategy of focusing on large and growing brands during a time of the year with heavier consumption,” Garbe stated.
Bud Light’s advert will usher in a reintroduction and a “new era” of the model, he stated. Specifics weren’t revealed, however considered one of “Hollywood’s hottest stars” will probably be within the advert. Garbe stated the spot will “bring in new life and a new point of view” for the 41-year-old model. In latest years, clients have been more and more selecting premium or Mexican lagers, placing Bud Light out of favor with some beer drinkers.
Michelob Ultra, which could have two adverts through the sport, will proceed its give attention to health-conscious drinkers who’re on the lookout for a low carb rely. Garbe stated the beer is the corporate’s “number 1 growth engine” and is quickly set to overhaul Bud Light in gross sales. The adverts will characteristic former NFL star Tony Romo and boxer Canelo Alvarez.
Busch Light can also be getting the nationwide highlight for the primary time in since 2017. The gentle lager has additionally been experiencing double-digit progress for the previous 5 years, Garbe stated, and has discovered its candy spot in attracting outdoorsy drinkers. An “iconic songstress” will seem within the advert, together with its model mascot, the Busch Guy.
Lastly, Budweiser is getting a 30-second regional advert. Narrated by actor Kevin Bacon, the advert will highlight the “stories of passionate, self-made Americans, each connected by a Bud six-pack,” the corporate stated in a launch. The beer wasn’t chosen for a nationwide spot as a result of its gross sales are “extremely regional,” Garbe stated, and revealed that the roughly 150-year-old model will probably be relaunched this 12 months to give attention to a “younger and multicultural audience.”
Including Budweiser’s regional advert, Anheuser-Busch
(BUD) could have three and a half minutes within the Super Bowl (though many individuals will solely see three minutes price of adverts). Garbe declined to say how a lot cash it spent on the advert spots, however famous that the corporate spent 3.5 occasions greater than the competitors. Fox, which is able to broadcast Super Bowl LVII, is reportedly charging $7 million for a 30-second spot through the February 12 sport in Glendale, Arizona.
“We are the biggest advertiser,” Garbe stated, including that the “reality is that there was no true exclusivity” as a result of opponents have all the time purchased adverts regionally.
Shortly after Anheuser-Busch’s announcement final 12 months that it was ending its exclusivity deal, Molson Coors
(TAP) stated it was a “no brainer” to purchase air time throughout a sport that draws 100 million viewers. This week it started teasing whether or not it is going to characteristic Coors Light or Miller Lite, with the spot scheduled to air through the sport’s first half, in accordance with AdAge.
Heineken
(HEINY) will highlight its non-alcoholic beer, in a 30-second advert that includes Paul Rudd from Marvel’s Ant-Man films. The non-alcoholic beer phase is forecast to develop into a $40 billion trade throughout the subsequent decade as extra drinkers reasonable their habits.
Liquor large Diageo
(DEO) is making its Super Bowl debut this 12 months with an advert for Crown Royal whisky. Notably, the British model grew to become the NFL’s first-ever spirits model, in 2021, and was one of many first liquor manufacturers to promote inside NFL video games after the league ended its ban on spirits in 2017.
Also becoming a member of in is Rémy Cointreau. The French firm purchased a 60-second advert for its Rémy Martin cognac that can air within the first quarter of the sport. It has beforehand aired regional adverts specializing in its gin.