Anheuser-Busch InBev will use some of its 4 minutes of Super Bowl ad time to push one of its big hard seltzer bets of the year: Bud Light Seltzer Lemonade.
The world’s largest beer manufacturer today unveiled the 60-second spot titled “Last Year’s Lemons,” which will be broadcast during the February 7 game between the Kansas City Chiefs and the Tampa Bay Buccaneers. The commercial plays off the hell that was 2020, from a hailstorm of lemons ruining a backyard wedding to do-it-yourself haircuts gone awry.
As part of A-B’s Bud Light Seltzer Lemonade Super Bowl promotion, the company is running a sweepstakes during the game, encouraging fans to tweet #LemonsIntoLemonade and #Sweepstakes when either the Chiefs or the Buccaneers commit a turnover to win a case of hard seltzer.
Bud Light Seltzer Lemonade is among several lemonade seltzer brands that are launching this year from top-selling hard seltzer producers, including Molson Coors’ Vizzy Lemonade, Constellation Brands’ Corona Limonada and White Claw maker Mark Anthony Brands’ Mike’s Hard Lemonade Seltzer.
Boston Beer Company launched a Truly Lemonade hard seltzer in 2020, which is now the company’s best selling hard seltzer SKU, and is now on to its next line extension, iced tea seltzer.
A-B, which holds exclusive alcohol category advertising rights during the Super Bowl, has purchased advertising time for its Bud Light, Michelob Ultra and Michelob Ultra Organic Seltzer brands, as well as a corporate spot.
The company is also investing in regional advertising for Stella Artois (in New York City, Chicago, Las Vegas, Los Angeles, Philadelphia, Miami, Washington, D.C. and a few additional markets) and Cutwater Spirits (in Los Angeles, San Diego, San Francisco, Sacramento, Las Vegas, Phoenix and Seattle).
The 30-second commercial for Cutwater, the ready-to-drink canned cocktail brand, debuted on Wednesday. The ad, titled “Cut Out,” is targeted to people who enjoy active outdoor lifestyles. It began running on ESPN and CBS Sports, as well as social channels this week. Following Super Bowl Sunday, it will roll out on YouTube.
A-B will also launch a social media series for Cutwater starring Schitt’s Creek star Emily Hampshire (aka Stevie Budd) and “digital takeovers,” the company said.
In a press release, A-B touted 120% sales growth in 2020 compared to 2019, and an expansion of the brand’s footprint. The company will expand its portfolio of ready-to-drink offerings adding tequila-based spirits, including a “fruit-forward margarita lineup and a series of frozen tequila pops.”