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Jason Kelce’s shirtless Bud Light-fueled Kansas City Chiefs game celebration may be just the beginning of Beal’s football comeback.
Bud Light is rebranding after last year’s misguided promotional efforts aimed at a new generation of beer drinkers were a fiasco, causing backlash, boycotts, declining sales and lost sales. The focus is on the Super Bowl. Perch is the industry’s best-selling beer.
Bud Light purchased a 60-second slot during the Super Bowl, The Wall Street Journal reported. This is a big, expensive bet on the drink’s success. According to the newspaper, a 30-second slot during a big game costs $7 million.
A 12-second trailer for the commercial, released Thursday, features a mustachioed figure wearing wraparound sunglasses and a snippet of Steppenwolf’s classic rock song “Magic Carpet Ride.” There is.
The ad is expected to feature new characters, but a spokesperson for Bud Light’s parent company, Anheuser-Busch, a division of AB InBev, declined to provide further details. Kyle Norrington, Anheuser-Busch’s chief commercial officer, told the Journal that Super Bowl fans “are looking forward to what our brand enthusiasts are expecting: really entertaining advertising.”
Another Anheuser brand, Michelob Ultra, will air a short 30-second commercial featuring soccer superstar Lionel Messi, the paper added.
Bud Light’s move to the Super Bowl comes after the company came under fire for its partnership with transgender social media influencer Dylan Mulvaney. Conservatives launched a beer boycott over the partnership, which helped Constellation Brands’ Modelo Especial overtake Bud Light as the best-selling beer in the United States.
In May 2023, the month after the boycott, Bud Light’s sales were down 23% compared to the same period last year and are unlikely to recover despite abandoning promotional strategies and the resignation of the brand’s head of marketing, Alyssa Heinerscheidt. There wasn’t. As of December, Bud Light’s weekly sales remained 30% lower than the same period in 2022, CNN reported.
This is just one of Bud Light’s latest sports opportunities, as Bud Light became the official beer of the UFC this fall.
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