Bud Light Collaborates with NFL Icons for Super Bowl LVIII Promotion

Article Brief:

Bud Light has partnered with NFL greats Peyton Manning and Emmitt Smith for a fresh commercial to launch the biggest-ever Super Bowl ticket giveaway by Anheuser-Busch InBev, as per a company announcement.

The advertisement showcases Manning and Smith distributing Bud Light at a busy bar, highlighting their football abilities in both 30- and 15-second versions. Beginning on December 1st, customers can scan QR codes on the packaging to interact with the brand on social media and have the opportunity to win tickets to Super Bowl LVIII. This initiative is an expansion of the brewer's "Easy to Drink, Easy to Enjoy" campaign introduced in February, as Bud Light works to regain market share in the wake of a challenging year for businesses.

Article Insight:

Bud Light, the official sponsor of the NFL, has enlisted league legends Manning and Smith to generate excitement leading up to the playoffs and gear up for its largest Super Bowl ticket giveaway yet. The 2024 Super Bowl is set to take place on Feb. 11 in Las Vegas and will be aired on CBS. Advertising slots for the highly anticipated event are nearly sold out, with prices reaching as high as $7 million as of November.

The commercial, "Easy Rounds," starts with Manning weaving through a packed sports bar to buy a round of Bud Lights for everyone present. Manning starts distributing beers to delighted bar patrons while showcasing his quarterback abilities with precise spiral throws. As one customer makes a diving catch, Smith appears to signal a touchdown. The advertisement is accompanied by the song "It’s So Easy" by Margo & Mac.

Bud Light will be running an ad throughout the 2023 NFL Playoff season, alongside giving consumers the opportunity to win tickets to Super Bowl LVIII. By scanning Bud Light QR codes or showing support for the brand on social media, individuals can win tickets to the big game, as well as other prizes such as playoff game tickets and gift cards for UberEats and Instacart. There is also a chance to win tickets to a concert in the brand’s Backyard Tour series, featuring country star Zach Bryan, which is scheduled for the weekend of Super Bowl LVIII. This collaboration with Bryan marks the beginning of the second year of Bud Light’s concert series, which previously presented consumers with numerous musical performances throughout the summer and college football season.

This initiative by Bud Light is aligned with the "Easy to Drink, Easy to Enjoy" platform that the brewer debuted in February through a well-received Super Bowl ad. Despite its continued status as the NFL's official beer sponsor, parent company AB InBev terminated its 33-year exclusivity for alcohol advertising during the Super Bowl last June. This move opened the door for competitors like Molson Coors and Heineken to advertise during the 2023 game. Nevertheless, the NFL remains a prominent focus for Bud Light, as evidenced by the launch of its largest NFL campaign to date, "Easy to Sunday," in August.

Bud Light's "Easy to Drink, Easy to Enjoy" platform has also launched its biggest summer campaign and largest media spend to date. These efforts come as the brand seeks to rebound from a controversial partnership with transgender influencer Dylan Mulvaney, which has impacted sales. AB InBev reported a 5% increase in revenue in Q3 2023 but saw a 16.6% sales-to-retailers decline, partially attributed to a drop in Bud Light volume. Amid these challenges, U.S. CMO Benoit Garbe will be resigning at the end of the year, and U.S. Chief Commercial Officer Kyle Norrington will be focusing solely on marketing.