Tony romo corona commercial 202111/6/2023 ![]() ![]() “We of course need to make sure that we capture attention and entertain for those 30 seconds on air, but ultimately, our focus is about engaging consumers early on and giving them reason to reach for our brands and our beer during the Super Bowl season and throughout the rest of the year.” “Just because we now have a national commercial, that doesn't mean our guerilla mindset is going to change … We are not relying on a spot alone to entice fans.”Įlaborating, the spokesperson says that Molson Coors has “always treated the Super Bowl as a season, not a day,” and that it’s crucial “to keep fans on their toes throughout” the season. “We couldn’t turn down the opportunity to get back into the game through the front door this year.”īut the spokesperson says its 30-second spot – which, created in collaboration with Droga5, was teased in a recent New York Times print ad that implied that Miller Lite and Coors Light will be battling it out for the spotlight – isn’t the sum total of the brand strategy. “The Super Bowl is the largest beer-selling moment outside of summer and that’s why we’ve spent so much energy inserting ourselves into the conversation over three decades, sneaking in through side doors or chimneys or any other way we could,” a Molson Coors spokesperson tells The Drum. In recent years, Molson Coors brands have piggybacked on the pre- and post-game hype with a range of clever activations, but the company is pleased to be back in the spotlight. This year, Molson Coors, the parent company of Miller and Coors, will return to the Big Game after a 33-year hiatus. Molson Coors doesn’t have to ‘sneak through the side door’ any more To offer a sense of scope, last year, the NFL estimated that more than 208m people tuned into Super Bowl LVI.Īs Steinman puts it: “It’s definitely an opportune moment for companies like Molson Coors, Heineken, Diageo and Remy to showcase their brands – though an expensive one at that.” But the price tag promises what so many consumer brands demand: reach. At around $7m per 30-second spot, according to host network Fox Sports, it’s no small investment. Still, AB InBev is hedging its bets by securing three minutes of in-game advertisements, which will include a Caddyshack-inspired Michelob Ultra spot starring Tony Romo, the debut of a new Bud Light campaign, a Busch Light spot and regional Budweiser buys fronted by actor Kevin Bacon.īut without its prior exclusivity, AB InBev is giving competitors the chance to swoop in and build brand consideration. ![]() ![]() He suggests the conglomerate is “looking to spend more efficiently on top of reallocating from Super Bowl exclusivity to spread out throughout other key parts of the year – like summer.” (He’s onto something: 40% of total annual beer sales happen from May to August, per data from the National Beer Wholesalers Association). That also means shifting some Super Bowl spending to targeted ads in regional markets where your core beer drinkers sit, and to digital where the next generation of consumers live.”ĭavid Steinman, vice-president and executive editor at Beer Marketer’s Insights, suspects AB InBev is recalibrating its strategy to squeeze greater returns out of its ad spend. “Brands like Anheuser-Busch and PepsiCo in recent years have learned there is mileage to be gained by investing in smart marketing before and after the game. “It’s not necessarily the smartest play these days to pile so much investment into a few in-game Super Bowl ads, or in the case of Anheuser-Busch, to pay up for exclusivity,” says Duane Stanford, editor and publisher of Beverage Digest, a US-based business newsletter covering the beverages industry. Other industry analysts share Naglich’s hunch that the renunciation of its exclusive rights won’t hurt the beer titan much – especially considering the growing value that brands are finding in pre- and post-game marketing activations that come at lower price tags. ![]() “Instead of a constant focus on the Budweiser and Bud Light brands, AB gave significant ad time to Michelob Ultra, various Bud Light Seltzers and even threw in a corporate spot in 2021 focusing on the company behind the beer, rather than the beer itself.” Plus, she points out, most gameday viewers “don’t know or care that Michelob Ultra and Bud Light are brewed by the same company, and already see those ads as being for two different beers.” “AB was already dispersing its ad time over several brands over the last few years,” says Mandy Naglich, a food writer, social media consultant and beer expert. The decision to dial back its Super Bowl presence has been a long time coming for AB InBev, according to some. ![]()
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