Companies Off the Bench, Into the Super Bowl

Companies across beverage and snack segments are taking the field with ads related to the Super Bowl, which will be played Sunday, Feb. 12, between the Kansas City Chiefs and Philadelphia Eagles at State Farm Stadium in Glendale, Arizona.

From a “Caddyshack” parody to appearances from Steve Martin, Jack Harlow and Megan Trainor, there’ll be plenty going on between snaps.

In one major change, the game will include ads from alcohol brands other than Anheuser-Busch InBev, Leuven, Belgium, for the first time in more than 30 years, Bloomberg reports. Budweiser in June relinquished its rights as the exclusive Super Bowl alcohol brand.

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Bud Light has a new campaign and will debut a new commercial, “Hold,” at the Super Bowl. The spot features Hollywood couple Miles and Keleigh Teller as Keleigh frustratingly waits on the phone as the repetitive but catchy hold music plays. Miles decides to enjoy the moment, cracking open a Bud Light and dancing while making his way over to Keleigh. After handing her a beer, Keleigh decides to join in on the fun as they light up the room together.

"Hold" marks just the start of what Bud Light has in store for 2023, with a diverse body of work under its new "Easy Enjoyment" platform set to air throughout the year.

Meanwhile, Budweiser’s spot is “Six Degrees of Budweiser,” narrated by actor Kevin Bacon. The spot highlights six journeys of real people across the country “who embody the same American spirit,” Budweiser said.

“It shows that no matter how different people are, shared values like grit and resilience unite all Budweiser drinkers,” the St. Louis-based company said. The spot kicks off Budweiser’s ongoing campaign to reintroduce and modernize the brand’s “This Bud’s For You” tagline.

Anheuser Busch-owned Michelob Ultra, St. Louis, will debut a “Caddyshack”-inspired ad, “New Members Day," with tennis great Serena Williams and Emmy award-winning actor Brian Cox.

The pair are joined by athletes including Jimmy Butler, Alex Morgan, Tony Romo, Nneka Ogwumike and Canelo Alvarez, who take over Bushwood Country Club.

Purchase, New York-based Pepsi has two commercials, one starring Steve Martin and one Ben Stiller, who each will be appearing in their own Super Bowl spot for the first time.

No details were released.

Pepsi Zero Sugar announced a reformulation earlier this year, alongside new commercials that have been airing during NFL playoffs as the brand continues to promote Pepsi Zero Sugar. The promotion includes an ongoing giveaway offering 10 million free Pepsi Zero Sugars.

“The High Stakes Beer Ad,” a partnership spot with Coors Light, Chicago, and Miller Lite, Milwaukee, will give the audience a chance to win a share of a $500,000 cash prize pool if they correctly predict details of the spot prior to when it airs during the Super Bowl.

Through an agreement with DraftKings, consumers 21 and older in all states except Virginia can visit the DraftKings site or app starting Sunday and predict every detail of what will happen in the secret spot, “from the number of beers poured to the facial hair of the cast and even the type of dog pictured behind the bar,” Chicago-based Molson Coors said.

Fans can make their free picks until Super Bowl Sunday at 3:30 p.m. Eastern time. Winners will be announced the following morning to receive their share of the prize pool.

M&M’s, a Newark, New Jersey-based Mars brand, is debuting a Super Bowl commercial, featuring a refreshed brand purpose and visual identity, according to the company.

“Mars has delivered some of the most buzz-worthy Super Bowl moments over the years, and we're inspired by the M&M's brand being back in the mix in a new way for 2023,” said Gabrielle Wesley, chief marketing officer at Mars Wrigley North America. “M&M's brings people together through the power of fun to foster belonging with universal humor that entertains fans in a way only a globally loved and legendary brand like M&M's can. The latest campaign extends our purposeful work over the last year but is rooted in a new creative territory, and we can't wait for our fans to see what's about to unfold.”

The improved purpose for M&M’s includes forming the first-ever M&M's Advisory Board, partnering with artists and entertainers on custom collaborations, evolving the characters and introducing the first new character in more than 10 years—Purple.

The commercial follows M&M’s recent unveiling of Maya Rudolph as its spokesperson.

It will air during the third commercial break in the second quarter of the Super Bowl.

Doritos, a PepsiCo brand, Purchase, New York, released a Super Bowl teaser featuring rapper Jack Harlow. The teaser shows Harlow getting into a paparazzi-surrounded car and saying “Maybe” when asked if he’s in a love triangle—all while eating Doritos.

The brand also held a TikTok contest, encouraging consumers to replicate a dance from TikTok influencer Tay Bloomer. The winner will be featured in the commercial.

On Wednesday, Doritos launched a full commercial for its Tray Another Angle campaign. It spotlights Harlow struggling to find originality for his next track. Drawing inspiration from the shape of his favorite snack, Doritos Sweet & Tangy BBQ, Harlow transforms his music with the tune of a triangle instrument and effectively turns the music industry upside down. Joined in the spot by music icons Missy Elliott and Elton John, Harlow unleashes triangle mania.

PopCorners, Middletown, New York, part of BFY Brands, is debuting a Super Bowl commercial featuring Bryan Cranston and Aaron Paul of “Breaking Bad.”

In a teaser, Paul is watching a desert sunset in a lawn chair while eating the brand’s White Cheddar popcorn chips.

Paul’s phone rings, and he says, “Yo, what's up?” as the camera shows an empty chair and the RV Jesse Pinkman and Walter White used in the show.

Pringles, a Battle Creek, Michigan-based Kellogg’s brand, is celebrating anyone who has gotten stuck in a Pringles can with its “The Best of Us” ad. The ad features singer Megan Trainor and, according to the company, “proves this phenomenon does in fact happen to the best of us—even Grammy Award-winning singer-songwriter, television personality and TikTok sensation Meghan Trainor.”

It showcases individuals who are the best at what they do getting their hands stuck in a Pringles can. Surgeons, professional bowlers and even superstar Meghan Trainor (featured with her real-life dog Roo) cannot resist the risk that comes with getting stuck.

“Pringles is thrilled to be on the big stage again on the biggest snacking day of the year with the help of one of 'The Best of Us', Meghan Trainor,” said Lyndsay Rogers, salty snacks general manager at Kellogg’s United States. “This year, we're continuing to unlock the power of the can hands phenomenon, bringing in the best of us and rallying fans everywhere to get stuck in and show it off.”