Anheuser-Busch InBev hopes Bud Light's massive advertising campaign during this year's Super Bowl will lead to a major comeback after it was once the nation's best-selling beer due to organic boycotts. are doing.
The company is set up as follows sponsor two Bud Light ads, one 60-second ad, one 30-second ad, and a Michelob Ultra ad that hopes to revive plummeting sales. wall street journal report.
“In this moment of massive reach, we need to make the right choices for brands that can really amplify the opportunities that the Super Bowl and NFL Playoffs and everything else offers, not just on TV screens. ” Kyle Norrington, Anheuser-Busch Chief Commercial Officer, said in a press release. “These are the brands that we thought deserved that opportunity this year.”
The amount Desperate AB InBev spent on the three ads was not disclosed, but a 30-second ad costs about $7 million, so the spend could exceed $25 million.
Husband and wife actors Miles and Kelly Teller dance to phone hold music in the 2023 Bud Light Super Bowl ad. (AP)
All season long, Bud Light has been targeting NFL fans, once the beer's main customer base, in hopes of reviving sluggish sales.
Bud Light's sales fell 28.9 percent year-over-year, while its new top-selling beer Modelo Especial increased 15.1 percent in the first few weeks of 2024, according to sales consulting firm Bump Williams. In the United States, due to federal regulatory requirements, this brand is distributed by Constellation Brands.
In early 2023, Bud Light faced a massive boycott after beer drinkers discovered that beer marketing director Alyssa Heinerscheidt had referred to her own customers as “out of touch.” However, the situation worsened with the brand's reckless advertising. A campaign with cartoonish transgender extremist Dylan Mulvaney. The boycott dethroned Bud Light from its longtime status as America's No. 1 beer.
Ordering a round of Bud Light has never been easier, thanks to Peyton Manning and Emmitt Smith
And now when I post on social, #Score A sheet & #Sweepstakes, the same Bud Light could send you to Super Bowl LVIII. Click here for details: https://t.co/U5p2ljj3Xj pic.twitter.com/a2VaNekpy8
— Budlight (@budlight) December 1, 2023
of journal The company reports that this year's one-minute ad will rely on humor and introduce new characters amid an ongoing “easy-drinking, easy-to-enjoy” marketing theme. Meanwhile, the 30-second ad introduces some of the beer's vendors and features the famous Clydesdale horse.
It remains to be seen whether the Super Bowl ad will help Bud Light. The UFC's recent move to re-sign Bud Light in a $100 million campaign has brought an avalanche of criticism to UFC chief Dana White.
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