Bud Light, facing challenges after a consumer boycott, is making a big comeback with a 60-second Super Bowl ad.
Anheuser-Busch, its parent company, will also run a minute-long Michelob Ultra commercial featuring soccer legend Lionel Messi, and a 30-second Budweiser spot showcasing its wholesalers and Clydesdale horses.
The company is strategically choosing brands for these high-reach moments.
“We need to make sure for these moments of massive reach that we choose the right brands to meet the moment, not only on the TV screen, but brands that can really scale out the opportunity that Super Bowl and the NFL playoffs and everything else provide,” Anheuser-Busch’s chief commercial officer Kyle Norrington said.
“These are the brands that we thought deserve that opportunity this year.”
Bud Light’s ad is part of a wider marketing push to recover from the boycott, while Budweiser’s ad emphasizes American culture, and Michelob Ultra’s celebrates soccer.
The Super Bowl ad aims to bring humor and introduce a new brand character while staying true to the “Easy to Drink, Easy to Enjoy” theme.
Anheuser-Busch plans to spread its marketing budget at branded events across Las Vegas for this year’s Super Bowl.
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