Anheuser-Busch InBev has always used the Super Bowl as a marketing and advertising channel to sell its traditional beer: Budweiser.
However, in the 2022 edition (Super Bowl LVI) that will take place in a few weeks, the global brewing giant will offer the general public a much wider range of drinks.
The company’s flagship drink, Budweiser, will be in attendance and will mark the return after sitting on the sidelines in 2021 for the first time in 37 years.
But AB InBev will use the visibility of the Super Bowl and its four minutes of advertising on the NBC broadcast to talk about its other trendiest beverages.
Budweiser is expected to advertise in Super Bowl LVI at Bud Light Nexta kind of spin-off without carbohydrates, and Bud Light Seltzer Hard Sodaa strong-flavored soft drink that competes in one of the fastest-growing categories in the industry.
Super Bowl advertising is also expected to target Cutwater Spirits, a line of canned cocktails; to Michelob Ultra Organic Hard Seltzer; and Michelob Ultra, a beer aimed at consumers who value healthy lifestyles.
Budweiser’s marketing for the 2022 Super Bowl
Commenting on the decision, Benoit Garbe, director of marketing for Anheuser Busch, said: “Looking ahead to this year’s Super Bowl, we’re going to show how AB InBev is accelerating its transformation to fit today’s consumers with new products.”
The Busch Light and Michelob Ultra Pure Gold brands will be promoted only in commercials scheduled for very specific US markets, while the Stella Artois brand will only be seen in a pregame ad.
AB InBev investment in Super Bowl advertising
Anheuser Busch is one of the biggest Super Bowl spenders.
It is estimated that he spent close to $55 million on ads during the CBS broadcast of Super Bowl LIV, accounting for 11 percent of the event’s total revenue.
NBC is now charging between 5.8 and 6.5 million for a 30-second space in the central advertising of the event that will be seen on Sunday February 13 from Los Angeles.
The content of the core ad has not yet been released, but Anheuser Busch intends to use the Budweiser ad to reflect the current era in the United States.
The brand is expected not to disappoint and speak of a sentiment “that recognizes American resilience.”