7 Beverage Brands’ Super Bowl Plans
By Hannah Hammond on Feb. 08, 2022CHICAGO — After many familiar beverage brands decided to sit out the annual spectacle of in-game commercials in 2021 due to the coronavirus pandemic, this year’s Super Bowl LVI will see a return of some favorites.
From no-carb beer and hard seltzers to job opportunities at a bottler, see what beverage brands are hoping to catch consumers’ attention as they watch the game Sunday, Feb. 13.
Bud Light Next
Bud Light Next, A-B’s first zero-carb beer, is releasing a Super Bowl commercial that pays tribute to consumers who are breaking barriers and refusing to be boxed in, according to the brand.
“This Super Bowl, we celebrate a historic moment in Bud Light and Anheuser-Busch’s history: the introduction of Bud Light Next, our first-ever zero carb beer,” said Andy Goeler, Vice President of Marketing for Bud Light. “Ten years in the making, Bud Light Next is a symbol of our continued commitment to innovation. Now, on advertising’s biggest stage, we’ll pay tribute to those who are pushing boundaries and redefining the world around us every day.”
The ad features four vignettes synced to Barbra Streisand’s hit song “Gotta Move.” Scenes include a cramped New York City apartment contrasted with an upstate home and a real-life concert performance to a Metaverse experience in the virtual reality world.
Bud Light Seltzer Hard Soda
Celebrity Chef Guy Fieri will star in Anheuser-Busch’s (A-B) Super Bowl commercial promoting Bud Light Seltzer Hard Soda.
The new variety pack brings classic soda flavors to seltzer form, with zero sugar. Flavors include Classic Cola, Cherry Cola, Orange Soda and Citrus Soda. The permanent addition to the Bud Light Seltzer brand will be available in 12-ounce slim can variety 12-packs.
In the Super Bowl spot, a group of friends experience a blast of flavor after cracking open a Bud Light Seltzer Hard Soda and are then transported to the magical “Land of Loud Flavors.” After entering, they are beckoned to present the bold taste of the hard soda by Fieri, who then declares Bud Light Seltzer Hard Soda to be the “Loudest Flavors Ever.”
“When fans think Bud Light Seltzer, they think big, bold, loud flavors that are consistently pushing the category and going above and beyond consumer expectations,” said Andy Goeler, vice president of marketing for Bud Light. “There’s no more appropriate way to bring fans a taste of our latest innovation, Bud Light Seltzer Hard Soda, than by introducing our new universe Land of Loud Flavors on the biggest and loudest stage possible.”
Budweiser
Budweiser is back. After taking a hiatus from in-game commercials last year—it instead reallocated the money it would’ve spent on the spot to help support recovery in on-premise restaurants through COVID-19 vaccine awareness and education—it will debut A Clydesdale’s Journey on Feb. 13.
The spot follows a Budweiser Clydesdale’s path to recovery after injury. The commercial ends with the message, “In the home of the brave, down never means out,” to remind viewers that while the country has faced challenges throughout its history, the steadfastness of the American spirit allows the country to recover and come back stronger, according to A-B.
“We all fall down in life, and the journey to healing is often painful, long and solitary,” said Chloé Zhao, Academy Award-winning director who directed the spot. “To tell a story of perseverance, hope and friendship through the lens of the beloved Clydesdales really resonated with me.”
Budweiser is also donating to the Small Business Relief Fund to continue supporting small businesses amid the COVID-19 pandemic.
Michelob Ultra
Michelob Ultra will have a series of three Super Bowl commercials. The spots will feature athletes including Serena Williams, Peyton Manning, Jimmy Butler, Nneka Ogwumike, Alex Morgan and Brooks Koepka, who enter a bowling alley with Steve Buscemi for some friendly competition.
Michelob Ultra, Michelob Ultra Pure Gold and Michelob Ultra Organic Seltzer will be highlighted in the ads.
“Michelob Ultra believes that enjoying the ride along the way is not a distraction but in fact an essential part of life,” said Ricardo Marques, vice president of marketing for Michelob Ultra. “That’s why with our ‘Superior Bowl’ campaign we are once again highlighting the fun and joyful side of some of the world's greatest athletes and entertainers, while also delivering on our commitment to gender equality in sports.”
Michelob Ultra has made a $100 million commitment to increase the visibility of women in sports and is also taking its next step toward gender equality in sports by featuring an equal representation of male and female athletes in this year’s Super Bowl commercial, the company said. It also signed a five-year partnership agreement with the Women’s Sports Foundation to help fund the travel and training needed for female athletes to compete at an elite level.
Miller Lite
Miller Lite is airing its big game ad in the metaverse this year.
The brewer is building a classic tavern in Decentraland, a 3D virtual world. Starting on Feb. 7, fans 21 years and older can visit the Meta Lite Bar in Decentraland to enjoy an immersive, communal experience with interactive features, virtual pilsners and a chance to have their actual Sunday football celebration paid for by Miller Lite with the Virtual Cheers for Real Beers giveaway.
“While many brands are showing up in the metaverse right now, Miller Lite is doing things differently by keeping one foot in the virtual world and another in the real world,” said Sofia Colucci, global vice president of Miller family of brands. “We’re using our Meta Lite Bar to encourage real-life hangouts over real-life beer by giving guests a chance to score their stock of game-day Miller Lite on us. Now, you and your avatar can enjoy Miller Time with friends.”
Miller Lite’s full ad premiers in full-length on Feb. 13 in the virtual world. Visit millerite.com/metalitebar to enter the metaverse and the giveaway. Miller Lite is a Chicago-based Molson Coors Beverage Co. brand.
Pepsi
While Pepsi is not running an in-game ad this year, it did unveil a halftime show trailer starring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. All will be performing at the Pepsi Super Bowl Halftime Show.
Pepsi and filmmaker F. Gary Gray created the trailer called The Call in a lead up to the 12-minute music show. The trailer honors the impact all five artists have had on culture ahead of their performance, according to the brand.
Pepsi is a PepsiCo, Purchase, N.Y., brand. PepsiCo’s snack brand Frito-Lay will have two in-game spots, one for Flamin’ Hot Doritos and Cheetos and one for Lay’s.
Coca-Cola Southwest Beverages
Dallas-based Coca-Cola Southwest Beverages (CCSWB), an Arca Continental company and one of the largest Coca-Cola bottlers in the United States, is launching its first-ever ad in Texas and Oklahoma on Super Bowl Sunday. The spot aims to promote hiring opportunities with a behind-the-scenes look at the company’s people and culture.
“CCSWB is a great place to work for experienced applicants and those starting a career,” said Silvia Martins, vice president of human resources with Coca-Cola Southwest Beverages. “We have jobs to fill and we’re ready to recruit more people to join the incredible team we have built.”
The Coca-Cola Co., Atlanta, will not have an advertising presence during the big game, a company spokesperson said.
“We remain focused on bringing moments of Real Magic to life for our fans nationwide including a significant activation with Coke Zero Sugar for NCAA March Madness as well as experiences with NASCAR, among others,” The Coca-Cola Co. said.