Anheuser-Busch Unveils Major Super Bowl Advertising Strategy
Anheuser-Busch today confirmed plans to broadcast a significant two and a half minutes of national advertising during Super Bowl LVIII. The beverage giant will feature commercials for its leading brands, including Budweiser, Michelob Ultra, and Bud Light.
Bud Light Takes Center Stage Despite Recent Challenges
As the official beer sponsor of the NFL, Bud Light will be spotlighted in a 60-second humorous ad, introducing a new character to its “universe.” Additionally, a 60-second Michelob Ultra commercial starring soccer icon Lionel Messi and a 30-second Budweiser spot featuring the brand’s iconic Clydesdales are part of the lineup.
Navigating Through Tough Waters
The roll-out of this advertising blitz comes at a crucial time for Anheuser-Busch. Following a recent workforce reduction in its U.S. sales division, the company is grappling with the fallout of a Bud Light boycott.
Anheuser-Busch’s Multi-Brand, Multichannel Approach to the Super Bowl
The company is planning an extensive campaign for the Super Bowl, encompassing various brands and channels. Kyle Norrington, Anheuser-Busch’s Chief Commercial Officer, emphasized the importance of captivating the audience during “advertising’s biggest moment.”
Budweiser and Michelob Ultra: Nostalgia and Active Living
Budweiser will revive its beloved Clydesdales in a 30-second ad, directed by renowned filmmaker Henry Alex Rubin. Meanwhile, Michelob Ultra’s advertisement will continue to promote “active living,” featuring Lionel Messi in a beach setting.
Spotlight on Bud Light Amidst Marketing Challenges
Bud Light, still recovering from a controversial marketing tie-up, will focus on reinforcing its “Easy to Drink, Easy to Enjoy” theme. The brand’s future direction remains a focal point, especially after the recent resignation of U.S. CMO Benoit Garbe and the company’s strategic workforce adjustments.
