![]() ![]() “Samuel Adams is a relatively small player in the beer category, so a regional approach enables us to be part of the Super Bowl conversation without having to pay the huge price tag of a national ad,” said Lesya Lysyj, chief marketing officer. The ad shows Bostonians imagining what would happen if everyone in the city was nice and polite. is sticking to a regional spot for its Samuel Adams beer - the third year it has run a regional ad. Not all alcohol makers are jumping to the national stage. Rémy Cointreau is also using Serena Williams, in an ad that spotlights its Rémy Martin cognac. Other alcohol ads have enlisted celebrities: Diageo’s ad for its Crown Royal whisky will feature musician Dave Grohl. But it is attempting to make a splash as a first-time national advertiser by letting fans bet on what the ad will have in it - such as whether the game will feature its Coors Light or Miller Lite brand - via betting site DraftKings. Molson Coors is also keeping its ad for the big game under wraps. (For A-B), to put all their eggs in this basket isn’t getting the return that maybe it once did.” “You have a new generation that consumes alcohol differently and beer differently. “We were really excited to hear that category opened up, and almost immediately we thought, you know, what a great way to really blow out Heineken 0.0 momentum and share that brand and that product with the wider market,” said Heineken chief marketing officer Jonnie Cahill in an interview with the AP. Heineken is promoting its alcohol-free beer Heineken 0.0 with an ad that’s part of its larger partnership with Marvel - the ad, under wraps until the game, will feature actor Paul Rudd as his Marvel character “Ant Man.” Companies spend millions more to create the ads themselves and book celebrity sponsors. ![]() This year, most 30-second ad blocks sold for between $6 million and $7 million - for the ad space alone. The other alcohol brands running ads include beer brands Heineken and Molson Coors and liquor brands Remy Martin and Crown Royal, all eager to make their mark on advertising’s largest stage.īrands pay premium dollars to advertise during the gridiron classic, which draws about 100 million viewers each year. ![]() A Michelob Ultra ad spotlights actor Brian Cox and tennis star Serena Williams at a new members day at the Bushwood Country Club, the golf club in “Caddyshack.” And a Busch Light ad shows singer Sarah McLachlan sharing a tent with a wolf spoofing her well-known animal-advocacy ad. ![]() A regional Budweiser ad focuses on people connecting with a six-pack. On A-B’s roster this year: A Bud Light ad shows actor Miles Teller and his wife Keleigh dancing to on-hold music. Louis, Missouri beverage giant is still the largest alcohol advertiser during the game, with three minutes of national airtime and a 30-second regional Budweiser spot. The company is still a big presence at NFL games, sponsoring all major NFL moments during the offseason, such as the 2022 NFL Draft in Las Vegas.Īnd the St. In addition to celebrities hawking Budweiser and Michelob Ultra, viewers will see some famous folks touting the qualities of Heineken and Coors, and even suggesting they drink cognac or whiskey - responsibly, of course.Īnheuser-Busch, parent of the Bud, Ultra and Busch beer brands, said in June it would end the exclusivity deal it first struck in 1989. NEW YORK (AP) - A bevy of booze brands will be in the Super Bowl ad lineup this year, now that Anheuser-Busch has ended its exclusive advertising sponsorship after more than 30 years. ![]()
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