AB InBev bought 3 minutes of Super Bowl ads - Marketing Dive

Dive Brief:

  • AB InBev is continuing its 28-year tradition of running Super Bowl ads with three full minutes that will feature four of its beer brands – Budweiser, Bud Light, Michelob Ultra and Shock Top.
  • This year is the first AB InBev is including Shock Top in Super Bowl advertising.
  • One of AB InBev’s spots is the premium A1 slot that runs immediately after kickoff.

Dive Insight:

AB InBev’s Super Bowl advertising plans are in place with three total minutes of TV spots during the game, including that premium slot right after kickoff.

Jorn Socquet, vice president of U.S. marketing for AB InBev, said in a statement, “A powerful Super Bowl ad can set the tone for a brand’s performance throughout the following year and beyond.” 

It’s not surprising the beverage giant will be advertising during the game, but don’t expect to see the familiar puppy commercial

And though the beer brand is increasing its Super Bowl ad spend, research by AdParlor from late last year found that one-third of marketers advertising during the Super Bowl are only going to do so online, particularly utilizing social media platforms YouTube, Facebook, Twitter, Instagram and Snapchat.

“We’ve made significant investments to make sure this year’s spots will connect with fans in new and unexpected ways,” Socquet’s statement read.

Per Adweek, Wieden + Kennedy will be creating their Super Bowl ads for Bud Light, the official beer sponsor of the NFL.

Recommended Reading

Adweek: Shock Top and Michelob Ultra Will Share the Super Bowl Spotlight With Bud and Bud Light
Marketing Dive: One-third of Super Bowl marketers to advertise online only: Study
Marketing Dive: More dollars to spend, yet no third Super Bowl puppy commercial for AB InBev

Source: Google News Super Bowl Commercials