Anheuser-Busch InBev’s Budweiser brand won’t be featured during Super Bowl LV for the first time in 37 years, the world’s largest beer manufacturer announced today in revealing its advertising plans for the February 7 game between the Kansas City Chiefs and the Tampa Bay Buccaneers.
A-B, which holds exclusive alcohol category advertising rights during the game, has purchased four minutes of advertising time — the same amount as it did in 2020– during the national broadcast for its Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer brands. The company will also debut a corporate spot.
A-B will also invest in regional advertising for Stella Artois and Cutwater Spirits.
However, instead of investing in an ad behind the Budweiser brand, the company will instead redirect the money to advertisements raising awareness of the COVID-19 vaccine in collaboration with the Ad Council and COVID Collaborative.
“A key learning from 2020 is that we must prioritize humanity and purpose,” Marcel Marcondes, A-B’s chief marketing officer, said in a press release. “So you’ll see us show up differently at the Super Bowl this year, starting with a bold commitment from Budweiser, alongside spots from Michelob Ultra and Stella Artois that provoke us to think about what matters most in life, as well as Bud Light who is celebrating all of their legends in an epic spot. Plus, Bud Light Seltzer Lemonade, Michelob Ultra Organic Seltzer, and Cutwater Spirits demonstrate our commitment to people-first innovation.”
The featured brands “reflect the company’s overall commercial strategy, which is focused on rebalancing its portfolio, enhancing connections with consumers, and driving innovation to lead future growth,” the company said in the release.
Variety, citing data from Kantar, reported that A-B spent $41 million on Super Bowl advertising in 2020, and the beer maker has accounted for 10% of Super Bowl ad revenue in each of the last five years. CBS is reportedly asking around $5.5 million for a 30-second commercial this year.
The 90-second COVID-19 vaccine spot, titled “Bigger Picture,” which is narrated by actress Rashida Jones and will be featured on digital outlets, is meant to “honor the ordinary people of America doing extraordinary things,” the company said. The ad concludes with the text: “See you at the game next year,” possibly foretelling a return of the Budweiser brand to a Super Bowl spot in 2022.
AdAge reported that A-B will invest $1 million behind the Ad Council’s effort.
A-B also unveiled an ad for Michelob Ultra, which was the second best-selling beer brand in off-premise retailers in 2020 with nearly $2.8 billion in sales (trailing just Bud Light, which posted more than $5.2 billion in sales), according to market research firm IRI.
The 60-second commercial, titled “Happy,” features star athletes Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan in private moments with their families and friends.
“Enjoying the moments along the journey is as important as the journey itself,” Michelob Ultra VP of marketing Ricardo Marques said in a press release. “That’s why we’re partnering with some of the greatest athletes of our generation: to remind us all that joy and happiness are not a distraction but instead, a key ingredient to winning and success.”
Meanwhile, A-B’s first corporate Super Bowl commercial will highlight ”the company’s commitment to making a positive impact on communities and playing a role in our nation’s economic recovery.” The ad was created by Wieden + Kennedy New York.
“The spot will remind people of the real-life moments – big and small – when being together matters most,” the company said in a press release. “The ad will reintroduce Anheuser-Busch as a company whose heritage as a brewer is the foundation for serving up a better way to make a meaningful impact far beyond the products it sells.”
Boston Beer Company previously announced plans to invest in regional ad buys in the New York and Boston markets for its relaunch of Samuel Adams Wicked Hazy IPA.