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Budweiser bigger picture5/6/2023 ![]() ![]() However, it is the first time Tide has fully released a spot early online. This is the third time in four years the Procter & Gamble brand has bought Super Bowl airtime. The 60-second spot follows a teenage boy’s hoodie, animated with the face of the “Seinfeld” star, whose expressions change as the hoodie gets dirtier and dirtier. Tide is taking that cue with the Jason Alexander Hoodie to promote its Tide Hygienic Clean product line. Historically, media roundups of the best Super Bowl commercials favor light, funny or heartwarming escapism, something audiences could use in 2021. ![]() Other brands are planning to keep it light and entertain with Super Bowl-connected campaigns. “It is getting credit for using their platform for good with Budweiser, but then also putting their other brands forward in entertaining ways.” “It was a masterstroke by InBev,” agrees Patrick Wixted, SVP of Ketchum Sports & Entertainment, who is a National Football League veteran on the team and agency side. “From a brand standpoint, this is both a brilliant PR move and a smart marketing decision: advertise your growth brands while getting the PR value of acting as a good corporate citizen with Budweiser.” “Bud will actually ride the coattails of its faster-growing sister brands,” says French. InBev bought six in-game spots for Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer, which compete in rising beverage categories. As the beverage giant’s CMO, Marcel Marcondes, told The Wall Street Journal this week, “We cannot talk about AB without Budweiser.” He also noted that the ad could even feature the brand’s legendary Clydesdales. That’s because parent Anheuser-Busch InBev will run its first corporate spot during the Super Bowl. He calls it “a very smart play” for another reason: while news headlines proclaim Budweiser is “sitting out” game day, the brand is not likely to go unmentioned or unseen during the commercial breaks. “They are going to get more of a lift from the earned media than had they done another year of a funny or heartwarming ad.” “They came out early with the announcement and became the first Super Bowl advertiser to seize the CSR angle,” says Rick French, CEO of French/West/Vaughan. PRWeek asked sports marketing and communications experts to pick a winner for this year’s big game, and they praised Budweiser for its activation. “But our approach was still to treat this as if it is a Super Bowl campaign.” The game is an amazing venue, but we felt the dollars would be better spent on frequency as the country goes through vaccine rollout,” she adds. “We didn’t know with this pivot if it was going to take us out of the Super Bowl coverage. “Its brand ethos is to step up and make a difference, and so when we saw the vaccine was in play, that was when we changed direction,” says Rosenberg. Since last summer, Budweiser and its agency partners had been planning something else for the Super Bowl, before that strategy was shelved last month,” she explains. 5 billion impressions in the first 48 hours of being announced,” notes Lisa Rosenberg, partner and president of consumer brands art Allison+Partners, PR AOR for Budweiser in the U.S. The decision has been covered by media from “ Good Morning America” and “ Today” on the same morning to the Associated Press, which generated more than 1, 000 placements for Bigger Picture. In a statement, Budweiser explains that it made the decision so “that one day soon, we can see our Buds again safely.” It is sharing the PSA-like spot online via earned media, digital buys and social media. This week, Budweiser said it would bow out of the broadcast, but for a different reason: it has invested in a 30-second film called Bigger Picture, narrated by actress and activist Rashida Jones, to drive COVID- 19 vaccine awareness and education. 1 million for a 30-second Super Bowl ad would be flagged by observers. workforce in late December, likely reasoning that spending the estimated $ 5. Coca-Cola, for example, benched itself after cutting 12% of its U.S. ![]() What brands are running big game spots is a business story each year, but the angle has been heightened this season because of the pandemic and its economic impact. Thanks to a purpose-focused call to action, Bud’s ad is scoring in media coverage of who’s in and who’s out for Super Bowl LV on February 7. But it is Budweiser, which won’t have its own game day spot for the first time since 1984, that has made the best play. More than a week before kickoff, many big brands have teased or fully revealed their Super Bowl ads online.
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