Molson Coors Beer Ads Return To Super Bowl For First Time In 33 Years

It’s “Game On” for the second biggest US brewer. They’ve been unable to buy ad space at the Super Bowl for more than three decades due to an Anheuser-Bush exclusivity deal which that company has now exited.

That deal made it impossible for Molson Coors (home to Coors Light and Miller Lite) to advertise their products on world’s biggest football game since 1989.

The Super Bowl, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is one the highest-rated US programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year.

For the last 33 years, the event has been largely dominated by Anheuser-Busch who decided not to renew their exclusivity contract earlier this year.

“After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” Molson Coors Chief Marketing Officer Michelle St. Jacques told Beer & Beyond…

For years Molson Coors had to get creative and find clever ways to tie into the game.

In 2020 Miller Lite launched a campaign which trolled Michelob Ultra’s Super Bowl ad.

And in 2021 Coors Light invited beer lovers to come up with Super Bowl advertising of their own using experimental dream technology. The experiment’s goal was to help participants create an advertisement of their own making in their dreams by feeding them images of refreshment, including Coors Light and Coors Seltzer,

St. Jacques says allowing multiple beer advertisers back into the fold will lead to a more enjoyable viewing experience for viewers.

“Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” St. Jacques added. “After almost 40 years away, you can bet our brands are going to bring it this year. Game on.”

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