Anheuser-Busch is already prepared for the big game. And for Super Bowl LI that means revisiting its past while also embracing new marketing that taps into modern lifestyles.
The beer giant will return as the exclusive category advertiser for the 2017 Super Bowl, marking its 28th consecutive year in the NFL championship. The national brewer will feature four of its brands in commercials, bringing back last year’s advertisers Budweiser, Bud Light, Michelob Ultra, and introducing a Super Bowl newcomer – Busch.
Anheuser-Busch is scheduled to have at least three full minutes of advertising in this year’s game, the company says, complemented by digital strategy.
“The Super Bowl has become one of those increasingly rare cultural moments in time when consumers anticipate and talk about the commercials as much as the event itself,” explains Marcel Marcondes, vice president of marketing at Anheuser-Busch. “For Super Bowl 51, we are not just creating ads for the game, but kicking off strategic creative campaigns for the year. For that reason, we’re debuting new work that we believe will resonate before, during and long after game day.”
- Bud Light – Bud Light will debut a new 60-second Super Bowl spot as part of a larger campaign tied to its role in “building friendships over beers,” the company says. The Bud Light campaign is anchored by the brand’s newly announced 2017 tagline, “Famous Among Friends.”
- Budweiser – Budweiser will “draw inspiration from the story of its founder, Adolphus Busch, to celebrate the brand’s enduring ambition and hustle in pursuit of the American dream – 141 years and counting,” the company says.
- Michelob Ultra – Returning to the game for its second consecutive year, Michelob Ultra will continue to celebrate those who “live both an active and social lifestyle,” the company says. The new 30-second spot will continue the brand’s “Brewed for Those Who Go the Extra Mile” campaign for a second year, hoping to inspire consumers to feel that they can work out and still go out.
- Busch – Busch will introduce itself to a new generation of beer drinkers, the company says, by “drawing on decades of equity as a brand that stays true to its name.”
Several of Anheuser-Busch’s commercials and campaigns will be released on digital platforms prior to the FOX broadcast on Feb. 5.