America’s leading brewer will execute a flawless ‘Game Plan’ that demonstrates how its portfolio of brands is creating a future with more cheers during the big game … and beyond
January 26, 2022 – NEW YORK, NY – Today, ahead of the NFL Conference Championships, Anheuser-Busch unveils its Super Bowl LVI advertising plan, which takes a high-octane offensive approach to its roster of brands and products. As one of the Super Bowl’s longest-running advertisers, Anheuser-Busch knows that the end of the NFL season is a significant moment for both diehard and casual soccer fans.
America’s leading brewer will use Super Bowl LVI to highlight how its portfolio is crafted to fulfill the company’s renewed purpose: to create a future with more joy. Knowing that today’s fans are watching the game across multiple platforms, Anheuser-Busch will reach more than 21 consumers through its award-winning brands that will be announced during the Super Bowl broadcast on national, regional and digital channels.
“Looking ahead 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 for Anheuser-Busch. “For this year’s game, our brands will deliver content that is authentic to its purpose and focuses on consumer truths, whether it’s through creative that reminds viewers to find joy or content that celebrates the resilience of the American spirit. Now more than ever we believe viewers want to hear about hope, positivity and possibility, and we will deliver on those themes.”
Anheuser-Busch will have four minutes of advertising as part of the national broadcast. Each ad initiates a larger 360 marketing campaign, integrated across all retail and commercial channels:
Bud Light NEXT: Ten years in the making, Anheuser-Busch’s first super-crisp, carb-free beer is brewed with the tradition and legacy of Bud Light, but created for today’s consumers who have long desired a beer that breaks the barriers of a traditional lager and offers the sessionability and statistics of a mineral water. For its first Super Bowl ad, Bud Light NEXT will demonstrate what’s possible when there’s nothing in the way.
Bud Light Seltzer Hard Soda: Bud Light Seltzer continues to innovate with bold flavor choices that consumers love and the “strongest flavors ever”. Bud Light Seltzer Hard Soda is the brand’s newest seltzer innovation, combining classic soda flavors with the easy refreshment of seltzer, and its place in the Super Bowl will take place in a magical land full of flavor.
Budweiser – America’s favorite beer has always been there for the occasions when the country comes together to celebrate the moments that matter. After sitting out 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: America’s most awarded canned cocktail brand offers consumers the ease and convenience of 20 bar-quality cocktails in one can. In its first national television commercial, Cutwater Spirits celebrates the everyday ingenuity of those who work smarter, not harder, especially when it comes to enjoying their favorite cocktail.
Michelob ULTRA: the brand created for those who seek fun and exercise in equal measure and celebrates a balanced lifestyle reminds us that “it’s only worth it if you enjoy it”. This year, the brand doubles the joy and brings the legendary athletes together for a friendly competition on equal terms.
Michelob ULTRA Organic Seltzer : This USDA certified organic seltzer is made with no added sugar for a clean, refreshing, carb-free taste. The brand’s Super Bowl ad builds on Michelob ULTRA’s active enjoyment themes.
In addition, Busch Light, one of the fastest growing beer brands in the industry, will have a regional television spot during the game, which will air in 41 local markets such as Nashville, St. Louis and St. Louis. St. Louis and Milwaukee. Also airing regionally is Michelob ULTRA Pure Gold , the first USDA-certified organic lager beer distributed nationally, whose ad will air in ten markets in Florida and Texas.
Stella Artois, the iconic full-flavored premium lager with 600 years of Belgian brewing tradition, will have a spot on the Super Bowl pre-game and regional telecast, which will air in local markets such as New York, Los Angeles and Miami. The brand’s Life Artois campaign will build on its support for workers in the restaurant and bar industry.
A future with more cheers means a more inclusive future. Building on Anheuser-Busch’s long-standing commitment to creating content that reflects the diversity of its consumers, each Super Bowl campaign will feature diverse representation both in front of and behind the camera.
