On January 19, the world’s biggest brewer, Anheuser-Busch, unveiled its extensive advertising strategy for Super Bowl LVII, the first since the company declined to renew its exclusivity contract with the broadcaster, opening the door for other big brewers to showcase their beers during the game for the first time in 33 years.
Anheuser-Busch’s 2023 Super Bowl strategy “prioritizes connecting with beer drinkers and fans wherever they are” including four ads which will air during the game as well as a massive social media and retail presence leading up to, and extending well after, the big game.
And here’s what the mega-brewer has planned…
Bud Light will once again return to the Super Bowl stage, bringing a campaign all about how to make the big game easier to enjoy with the help of one of Hollywood’s hottest stars.
Michelob ULTRA’s return to Super Bowl this year will feature a Caddyshack parody add starring Serena Williams and actor Brian Cox (Succession) and a roster of superstar athletes including Tony Romo, boxer Canelo Álvarez, and soccer player Alex Morgan.
Budweiser is taking a more traditional route championing the American spirit and connecting people with shared values over a Bud. For this year’s regional Super Bowl ad, Budweiser is partnering with American icon Kevin Bacon to spotlight the stories of passionate, self-made Americans.
Busch Light is once again bringing its recognizable humor to the big game in a spot starring the rugged wilderness mascot the Busch Guy, and an iconic songstress. This hilarious spot will kick-off a yearlong campaign called “The Busch Guide” to teach Busch Light’s nature-loving fans essential survival skills.
“Anheuser-Busch has a long history of delivering big for fans during Super Bowl and this year is no exception,” Benoit Garbe, Chief Marketing Officer, Anheuser-Busch said.
“As we’ve been doing for decades, A-B will once again lead the alcohol category with total minutes of in-game creatively delivered by our iconic brands.”
(All image credits: Anheuser-Busch)