10 Super Bowl Commercials Featuring Convenience-Store Drinks, Snacks

Sixty-one percent of consumers plan to watch Super Bowl LVIII on Sunday, according to Numerator, a data and technology company servicing the market research space. And while some will tune in to see the Kansas City Chiefs and the San Francisco 49ners play football, other’s are in it for the commercials.

Super Bowl watchers said they are looking forward to watching the game (66%) and the commercials (60%), according to Numerator. About 47% are looking forward to eating and drinking.

So, it makes sense that snack, candy and beverage brands want to get some airtime during the Big Game, which takes place in Las Vegas this year.

From Bud Light to Oreo to Mtn Dew and more, here are some brands with convenience-store products to watch out for during commercial breaks …

Bud Light is one of the threeAnheuser-Busch beer brands featured in this year’s Super Bow LVIII commercials. The spot introduces a new character, the Bud Light Genie, who makes a night out with friends easy to enjoy, the St. Louis, Missouri-based company said. It also features starts like NFL Hall of Famer Peyton Manning, singer and rapper Post Malone and UFC CEO Dana White.

“This year, we're unleashing the Bud Light Genie and all his magic on Super Bowl LVIII, just in time for NFL fans to crack open a Bud Light and join in on the fun of an 'Easy Night Out',” said Todd Allen, vice president of marketing for Bud Light. “And we’re bringing that magic from the screen straight to Vegas this year, with epic experiences and unparalleled access for our fans, including custom Super Bowl LVIII packaging in Vegas and a once-in-a-lifetime concert with Zach Bryan and Leon Bridges.”  

Anheuser-Busch’s light beer, Michelob Ultra, has a campaign this year featuring global soccer icon Lionel Messi. This year’s commercial takes place in a South Florida beach setting, with a campaign that brings to life a scenario that fans everywhere can relate to, the company said.

Also featured in the spot is award-winning actor Jason Sudeikis and Hall of Fame quarterback Dan Marino.

The Budweiser Clydesdales are staring in their 46th Super Bowl appearance, Anheuser-Busch said. The commercial showcases the brand’s history and commitment to always delivering—more than just beer—throughout its 147-year history, the company said.

“Budweiser has been synonymous with the Super Bowl for decades and the broadcast continues to be a very special moment for our brand and a core pillar of our advertising strategy,” said Kristina Punwani, head of marketing at Budweiser USA. “This year, we’re thrilled to bring our fans a piece of the traditional Super Bowl entertainment that they know and love from Budweiser: the iconic Clydesdales. We knew there was no better way to show Budweiser’s continued commitment to delivering for its fans than with our biggest celebrities.” 

Frito-Lay North America, Plano, Texas, has released its Doritos Dinamita Super Bowl commercial ahead of the game.

The commercial features new characters, Dina and Mita, a “feisty duo of unlikely heroes whose love for the perfectly spicy, flavorful heat of Doritos Dinamita propels them through any obstacle that stands between them and their new favorite snack,” Frito-Lay said.

“I know everyone is going to love Dina and Mita just as much as I do. Their fire and spice were delivered so authentically in the commercial, thanks to the talented, diverse cast and crew,” said actress Jenna Ortega. “It means so much to me to not only star alongside Dina and Mita, but to collaborate with the whole team to bring the story of Dinamita's explosive flavors to life and to connect with Latin and Hispanic cultures.”

Also featured in the ad is actor Danny Ramirez.

New Doritos Dinamita Flamin’ Hot Quezo, Hot Honey Mustard, Smoky Chile Queso and Tangy Fiery Lime snacks can be found alongside Doritos Dinamita Chile Limon flavored snacks at retailers nationwide.  

PepsiCo, Purchase, New York, is celebrating the 20th anniversary of Mtn Dew Baja Blast with the brand’s first Super Bowl commercial. The flavor traditionally sold at Taco Bell is now also available in bottles and cans in stores nationwide for the first time.

"Mtn Dew Baja Blast has cemented its place as a fan-favorite flavor in pop culture and as a staple in countless Taco Bell orders, so we knew we had to celebrate its 20th anniversary in a big way,” said JP Bittencourt, vice president of marketing at Mtn Dew. “Nothing's better than giving fans what they've asked for, with a few additional surprises to keep the celebration going all year long.”

PepsiCo will also be showing an ad for Starry, its lemon-lime flavored soda, featuring hip-hop star Ice Spice.

M&Ms, part of the Mars family of brands, will air a commercial during Super Bowl LVIII. An early-released teaser of commercial spotlights the M&Ms characters providing comfort to three NFL Hall of Fame Legends—Dan Marino, Terrell Owens and Bruce Smith—who just missed earning a Super Bowl ring in their respective big game appearances.  

These “almost champions” are introduced to the “M&M’s Almost Champions Ring of Comfort,” which features M&M’s peanut butter candies, the Newark, New Jersey-based company said.

“M&M'S is all about using the power of fun to create a world where everyone feels they belong,” said Gabrielle Wesley, chief marketing officer for Mars Wrigley North America. “To inspire moments of everyday happiness and entertain fans, it's only fitting that our Mars Brand gem partners with a roster of NFL Legends to debut a custom ring with diamonds made from real M&M'S peanut butter, providing one-of-a-kind carats and comfort for exceptional almost champions.”

Reese’s, from Hershey, Pennsylvania-based The Hershey Co., will spotlight its Caramel Big Cup in its 2024 Super Bowl ad. Reese’s is layering caramel into its peanut butter cups for the first time.

The commercial features actor Will Arnett and six neighborhood friends whoa re taken on an “emotional rollercoaster” as they gather for the Big Game, Hershey said.

“Reese's Caramel Big Cups are the biggest thing to hit the candy aisle since chocolate and peanut butter, so the launch deserved nothing less than a spot during the biggest moment in sports and snacking” said Ryan Riess, vice president creative and brand strategy for The Hershey Co. “We're returning to the Big Game this year to show the world exactly how passionate our fans are for Reese's.”

Oreo, the cookie from East Hanover, New Jersey-based Mondelez International, is making a Super Bowl commercial return after a decade. Oreo hasn’t aired an in-game ad since 2013.

“The Oreo brand is an American icon that has been a playful part of pop culture for years, and we are thrilled to share our new creative with our fans on the biggest marketing stage there is," said Michelle Deignan, vice president of Oreo US. “With this iconic ad, we'll be kicking off a momentous 2024 for Milk's favorite cookie, so be sure to stay tuned for more exciting things coming throughout the next year.”

Coca-Cola, Atlanta, has teased a 30-second spot featuring its sports drink BodyArmor.

The commercial pokes fun at artificial intelligence, saying that “Body Armor knows nothing in sports should be artificial, because there’s no substitute for real.”

Cincinnati Bengals quarter back Joe Burros starts in the ad, along with San Francisco 49ers running back Christina McCaffrey, Dallas Cowboys wide receiver CeeDeeLamb, San Diego Wave FC forward Alex Morgan, Atlanta Braves right fielder Ronald Acuna and Edmonton Oilers center Connor McDavid, the The Enquirer reported.  

Chicago-based Ferrara Candy Co. revealed its first Big Game spot for its Nerds candy brand. During the commercial the brand will introduce Nerds Gummy, a new character made in the likeness of Nerds Gummy Clusters.

The campaign kicked off with actor and artist Addison Rae teaching a mystery student dance moves.

The new spot is designed to bring new energy to the Nerds brand while spotlighting Gummy Clusters, the company said. The clusters features colorful, tangy Nerds surrounding a sweet gummy center.