US: Anheuser-Busch InBev turns Super Bowl spotlight back on core brands
Budweiser is back at the centre of the Super Bowl
Anheuser-Busch InBev will return its Super Bowl ad focus to Budweiser and Bud Light after showcasing new extensions in the past two events.
The brewer advertised Bud Light Platinum during the Super Bowl in 2012, while last year it gave a slot to Budweiser extension Black Crown. However, today (15 January) A-B InBev revealed it will fill three-and-a-half minutes of Super Bowl ad breaks with new campaigns for core labels Budweiser and Bud Light.
Paul Chibe, A-B InBev's US marketing VP, who is leaving the group in the next few weeks, said: “We have a game plan in place this year to deliver creative that celebrates Bud Light and Budweiser while reaching loyal beer drinkers and new generations.”
Next months's Super Bowl marks the launch of Bud Light's new campaign, “The Perfect Beer for Whatever Happens”. Two ads totalling 90 seconds will tell one story, “featuring top celebrity surprises when they are least expected”, A-B InBev said.
The brewer will also highlight Bud Light's reclosable aluminium bottle with a 30-second spot called "So Cool”.
Budweiser's Clydesdale horses will return for the beer's Super Bowl outing this year. A 60-second and a 30-second spot called "Hero's Welcome” will focus on the brands support of the US military, while the Clydesdales will also feature in "Puppy Love," in which a ten-week-old puppy earns a place on the horses' team.
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