Anheuser-Busch Unveils Its Super Bowl Advertising Game Plan

With the NFL Conference Championships this weekend, the nation’s #1 brewer has announced its advertising lineup for Super Bowl LVI and they are definitely going on the offensive.

Here’s the deal…

Super Bowl beer ads get a lot of attention. And Anheuser-Busch, which has exclusive rights to all the national beer advertising at the big game, spends millions every season to showcase its brands.

Understanding that today’s fans will be watching the game across multiple platforms, Anheuser-Busch will showcase its beer, seltzer and spirits brands this year with a series of spots during the Super Bowl that will be broadcast nationally, regionally, as well as on digital channels.

“As we look to this year’s Super Bowl, we are excited to illustrate how Anheuser-Busch is accelerating its transformation and further adapting to today’s consumers,” said Benoit Garbe, Chief Marketing Officer, Anheuser-Busch.

Anheuser-Busch will have four minutes of advertising time as part of the national broadcast. Each spot kicks off a larger 360 marketing campaign, integrated across commercial and retail channels.

And here are the specific brands they’ll be showcasing at Super Bowl LVI according to their press release.

• Bud Light NEXT: Ten years in the making, Anheuser-Busch’s first-ever zero-carb beer is brewed in the tradition of Bud Light, but offers the sessionability and stats of a seltzer. In its first-ever Super Bowl ad, Bud Light NEXT will demonstrate what’s possible when there’s zero in the way.
• Bud Light Seltzer Hard Soda:  Bud Light Seltzer Hard Soda is the brand’s newest seltzer innovation, blending classic soda flavors with approachable refreshment, and its Super Bowl spot will take place in a magical land full of flavor.
• Budweiser:  After sitting out of the Super Bowl in 2021 for the first time in 37 years to promote Covid-19 vaccine awareness, the brand will return to advertising’s biggest stage with a message that recognizes American resilience.
• Cutwater Spirits: In its first national TV commercial, Cutwater Spirits celebrates those who work smarter, not harder – particularly when it comes to enjoying their favorite cocktail.
• Michelob ULTRA: This year the brand is doubling down balanced lifestyle message and bringing together legendary athletes for some friendly competition on a level playing field.
• Michelob ULTRA Organic Seltzer: This USDA-certified organic hard seltzer is brewed with zero added sugar and zero carbs. The brand’s Super Bowl spot builds on Michelob ULTRA’s themes of active enjoyment.

Busch Light will be getting a regional TV spot roll out during the game in 41 local markets including Nashville, St. Louis and Milwaukee. Also airing regionally is Michelob ULTRA Pure Gold, the first nationally distributed USDA-certified organic lager, whose spot will air in ten markets in Florida and Texas.

Stella Artois, will run a spot in the Super Bowl pre-game and in regional broadcasts, airing in local markets such as New York, Los Angeles, and Miami.

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