CHICAGO — When the San Francisco 49ers and the Kansas City Chiefs face off in Super Bowl LIV on Feb. 2, more than 193.8 million adults will tune in.
That’s according to an annual Super Bowl survey by Washington, D.C.-based National Retail Federation and Prosper Insights & Analytics.
Those watching the game expect to spend $88.65 on average on food, beverages, merchandise and party supplies, for a total of $17.2 billion nationwide, according to the survey.
Here are some Super Bowl-themed beverage promotions and ads that people can expect to see ahead of and during the game …
Mtn Dew Zero Sugar
Mountain Dew will showcase Mtn Dew Zero Sugar in a 30-second in-game advertisement during the game. The commercial features actors Bryan Cranston and Tracee Ellis Ross in a reimagination of the “Here’s Johnny” scene from “The Shining.”
The campaign’s tagline for the new PepsiCo product is “As good as the original, maybe even better," according to the Purchase, N.Y.-based beverage giant.
Pepsi Zero Sugar
Pepsi Zero Sugar is celebrating the look of its new can—with a matte black finish and a distinctive black tab—by offering everyone in America free Pepsi Zero Sugar if a Super Bowl LIV score ends in zero.
People in the United States will be eligible to be reimbursed for the cost of a Pepsi Zero Sugar (up to $2.50 for purchases Feb. 2-4) if at least one team has a score end in zero. This has happened in 25% of the previous 53 Super Bowl Games, according to PepsiCo.
Michelob Ultra's 60-second Super Bowl commercial features late-night TV host Jimmy Fallon as he learns that fitness can be fun with the help of celebrities and professional athletes such as John Cena, The Roots, Usain Bolt, Brooks Koepka, Kerry Walsh Jennings and Brooke Sweat.
The ad’s message is that the hard work a person puts in at the gym, or wherever someone spends time being active, is worth it only when he or she can enjoy it later—like with a Michelob Ultra. The beer, owned by St. Louis-based Anheuser-Busch, has 95 calories and 2.6 grams of carbohydrates.
The message is part of Michelob Ultra’s “Do It for the Cheers” campaign, which celebrates the important role enjoyment plays in consumers’ lives.
Budweiser, another A-B brand, is using its Super Bowl spot called “Typical American” to show some of the most viral acts of humanity and some of the most common labels placed on Americans. The 60-second ad uses real-life stories to spotlight ordinary people doing extraordinary things, according to the company.
One example of a story featured includes Hannah Gavios from Queens in New York, who debunks the label often placed on Americans of “always so competitive” as she completes her second marathon three years after a spinal cord injury left her paralyzed, according to the company.
Heineken, White Plains, N.Y., is encouraging beer drinkers on game day to call for a safe ride home. Fans can register to have a chance at winning Uber codes that provide ride discounts.
Consumers can be eligible to win one of four grand prizes for $2,500 in Uber credits.
The promotion also highlights Heineken's nonalcohol drink, Heineken 0.0.
The Coca-Cola Co.
The Coca-Cola Co., Atlanta, will promote Coke Energy in its Super Bowl commercial.
A teaser released Jan. 29 shows a man who is apparently staring at a phone while waiting for a text message. The 15-second teaser ends with a shot of the energy drink and the hashtag #ShowUp.
Coca-Cola is asking fans to tag @CocaCola and use #ShowUp on social media to guess who will “show up” in Coke Energy’s game day debut.