Rating Super Bowl LIII's Beverage Ads
By Steve Holtz on Feb. 04, 2019CHICAGO -- This year's collection of Super Bowl TV commercials said much about the state of packaged beverages in 2019. Four of the 12 alcohol-beverage ads were for wine, spirits or flavored drinks, a stark change from beer's heyday as the patron drink of football viewing. And those eight ads that are for beer? All come from Anheuser-Busch.
Here's a look at 15 beverage ads from the big game ...
Coca-Cola
Coca-Cola scored the first beverage ad of SuperBowl LIII in the pregame show. For years, Coke has played the “we bring people together" card. That night, the brands spelled it out nicely. Good brand builder!
Bon & Viv Spiked Seltzer
Anheuser-Busch used its first ad spot to introduce its revamped Bon & Viv Spiked Seltzer, an alcohol drink that gets its kick from fermented sugar. The shark-tank theme of the spot underscores innovation. The idea an A-B brand needs shark-tank investment? Not so much.
Bud Light 1
Remember a couple of weeks ago when Budweiser announced it would include an ingredient panel on some packages? Now we know why. In its first ad of the game, Bud Light threw Miller Lite and Coors Light under the bus for brewing with corn syrup. Taste? Not a concern in this spot.
Pepsi
Pepsi aimed to reclaim its position as a major soda brand with “Pepsi is more than OK.” Strong message. Big star power.
Bud Light 2
The Bud Light Knight was back in a "Game of Thrones" crossover. High production value, some laughs, not much of beer sales pitch.
Stella Artois
The Dude (of "The Big Lebowski") and Carrie Bradshaw ordered a Stella Artois, an AB InBev import. Creative concept and casting, sure to win over certain segments of the audience. Well, assuming "Sex and the City fans" are watching the Super Bowl.
Yellow Tail
Yellow Tail was back pitching wine during the Super Bowl with an ad that has nothing—zero—to do with sports.
Jim Beam
Brown spirits are hot. Jim Beam continues to fall back on history and tradition. If it’s working, why change it up?
Bubly
PepsiCo’s Bubly sparkling-water commercial featuring Michael Buble was everything you’d hope it would be: funny, irreverent and curiosity-inducing. Well done!
Michelob Ultra
A-B's Michelob Ultra shook off last year’s celebrity endorser in favor of a thirsty robot, one that can outdo humans in every way ... except, sadly, refreshment.
Bud Light 3
Let’s call this one “Bud Light and bowl cuts.” A-B continueed to bang the “no corn syrup” drum with a sense of humor. Is that how beer drinkers choose their brew? Asking for a friend.
Hennessy
Try to guess what this ad is for during the first 55 seconds. It can’t be done! But great story. And two liquor ads during the Super Bowl says something significant about beverage-alcohol trends.
Bud Light 4
Is corn syrup the new "Dilly Dilly"? Bud Light threw down again on its ingredients, in a Trojan Horse, no less!
Budweiser
The Budweiser Clydesdales are back! This time, they were backed by Bob Dylan (or a mediocre soundalike) and with a message: Budweiser is brewed using wind power. Mind blowing (in the wind?).
Michelob Ultra Pure Gold
Here’s where Michelob Ultra put its star power: in its Pure Gold Organic ad, AB InBev's ninth(!) commercial in the Super Bowl. Zoe Kravitz speaks to the granola crowd about beer purity.
Follow Steve Holtz on Twitter @CSPbeverages.