Anheuser-Busch InBev (A-B) released another two of its six Super Bowl ad spots this week, launching its campaigns for Bud Light Seltzer Hard Soda and Budweiser.
Monday, A-B introduced consumers to the “Land of Loud Flavors” – a made-up universe where celebrity chef and restaurateur Guy Fieri is mayor. In the 60-second commercial, Fieri declares Bud Light Hard Soda “the loudest flavors ever.”
Bud Light Seltzer Hard Soda, the newest addition to the Bud Light Seltzer portfolio, launched last month. The line, available in a variety 12-pack, features four 5% ABV flavors inspired by “the bold, delicious flavor profiles only found at soda fountains,” according to a press release: Classic Cola, Cherry Cola, Orange Soda and Citrus Soda.
Additionally, A-B has released its 60-second commercial for Budweiser.
The beer giant offered a 10-second teaser over the weekend suggesting the return of the Budweiser Clydesdales, which were absent from the Super Bowl broadcast last year for the first time in more than 37 years.
The newly released extended advertisement – titled “A Clydesdale’s Journey” – shows a Clydesdale healing from injury while a canine companion watches on. Created by VaynerMedia and Academy Award-winning director Chloé Zhao, the spot follows the Clydesdale’s road to recovery, mirroring the “steadfastness of the American spirit” as the country “recover[s] from hardship, stronger than ever,” according to a press release.
The commercial ends with the message “Down Never Means Out,” which the company said is meant to remind viewers that “no matter what they face, anything is surmountable with perseverance.”
Along with this message, Budweiser announced it will make a donation to the Small Business Relief Fund to help “entrepreneurs and small businesses as they navigate periods of crisis and uncertainty.”
A 30-second version of the advertisement will be broadcast during the Super Bowl, while the 60-second spot is available on Budweiser’s YouTube page.
A total of six A-B brands — Bud Light Next, Cutwater Spirits, Michelob Ultra and Michelob Ultra Organic Seltzer — will be featured across 4-minutes of ad time during the national broadcast of Super Bowl LVI on February 13.
Miller Lite Ad to Premier in the Metaverse
Molson Coors will stream its Miller Liter Super Bowl ad exclusively at the Meta Lite Bar – a branded tavern within the metaverse.
Beginning February 7, legal-drinking-age visitors to the digital reality platform Decentraland can visit the Meta Lite Bar to “enjoy an immersive, communal experience with interactive features, virtual pilsners,” and participate in a giveaway to have their “real Sunday football celebration paid for,” according to a press release.
“While many brands are showing up in the metaverse right now, Miller Lite is doing things differently by keeping one foot in the virtual world and another in the real world,” Sofia Colucci, global VP of Miller brands, said in the release. “We’re using our Meta Lite Bar to encourage real-life hangouts over real-life beer by giving guests a chance to score their stock of game-day Miller Lite on us. Now, you and your avatar can enjoy Miller Time with friends.”
Along with watching the company’s ad spot, Meta Lite Bar visitors can play bar games such as darts and pool, purchase “digital swag” with cryptocurrency, and pour virtual beer. A virtual bouncer will “ensure only visitors age 21 and up can enter,” according to a Molson Coors blog post.
Numerator: 63% of Respondents Say Omicron will Impact Super Bowl Plans
A majority of consumers (63%) in a recent Numerator survey expect Omicron, the COVID-19 variant, to affect their Super Bowl plans, the market research firm reported in its 2022 Super Bowl Consumer Survey Report.
More than a quarter of respondents (26%) expect COVID-19 to significantly impact their plans.
Numerator surveyed more than 1,800 consumers from January 12-18, 76% of whom said they plan to watch Super Bowl LVI this year.
In response to the continued pandemic, more than half of respondents (55%) said they will watch the game from home, either alone or with only members of their household – a +5% increase from a “typical year,” which Numerator defines as the average of the past few years.
Only 2% of consumers said they plan to watch the game from a bar or restaurant, or other public space (-0.4% compared to a typical year), while 17% said they will watch with others at someone else’s home (-5.5%).
While most viewers will be staying at home, the majority of respondents will spend the same or more than usual on food and drink this year. More than half (56%) said they will spend the same as years past, while 15% said they will spend more. Just over one-in-10 respondents (13%) said they will spend less than usual, while 17% said they won’t make any purchases.
More than two-thirds of respondents who are watching the Super Bowl said they will purchase alcohol for the day. Beer was the top alcohol choice, with nearly half (46%) predicting they will purchase within the category for the game. Wine was the next largest category (23%), followed by spirits (20%), hard seltzers (14%), and ready-to-drink cocktails (12%). Nearly one-third of respondents said they won’t purchase any alcohol.
When buying their food and beverages, two-thirds of respondents (66%) said they will shop in-person at traditional retailers – a +5.1% increase from a typical year. Online orders for pick-up (16%) and in-person purchases from smaller retailers (16%) were the next most popular option, followed by take-out or delivery from a restaurant (13%), and online purchases for delivery (11%).