- Bud Light plans to make a comeback in the Super Bowl with a comedic ad featuring fan-favorite characters, aiming to regain customers lost during a sales decline caused by a controversial social media promotion featuring transgender TikTok star Dylan Mulvaney.
- The ad holds significance for Bud Light, which lost its position as America’s top-selling beer to Modelo Especial last year, and comes after Anheuser-Busch’s U.S. division experienced a 13.5% decline in revenue during its most recent quarterly results, mainly due to decreased Bud Light sales.
- The Super Bowl is an expensive time slot for advertisers, with a 30-second spot costing $7 million this year. However, a successful ad during the event, known for attracting over 100 million viewers, can have a significant impact on a brand’s image and sales. Bud Light will also air ads for Budweiser and Michelob Ultra, including global soccer icon Lionel Messi’s first Super Bowl commercial.
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Bud Light is planning to return to the Super Bowl in 2024 with a comedic ad featuring “fan-favorite characters.” After a controversial social media promotion featuring transgender TikTok star Dylan Mulvaney caused a sales decline, the beer brand aims to court customers who may have been lost during the boycott. While the full ad has not been released, Bud Light teased a 12-second video on YouTube featuring a bearded football fan reacting to a sunglass-wearing figure with the words “Are you?”. The Super Bowl will take place on February 11 in Las Vegas.
This Super Bowl ad holds significant importance for Bud Light, which lost its position as America’s top-selling beer to Modelo Especial last year. Anheuser-Busch’s U.S. division experienced a 13.5% decline in revenue during its most recent quarterly results, largely due to decreased Bud Light sales. Kyle Norrington, the chief commercial officer at Anheuser-Busch, expressed the company’s desire to captivate the audience during advertising’s biggest moment.
The Super Bowl is known for attracting over 100 million viewers, making it an expensive time slot for advertisers. Trade publication AdAge reports that a 30-second spot costs $7 million this year. However, the success of Super Bowl ads is not guaranteed, as some may stumble or fall flat. A successful ad, on the other hand, can have a significant impact on a brand’s image and sales.
Bud Light had a spot in last year’s Super Bowl before the Dylan Mulvaney controversy. The ad featuring actor Miles Teller received positive ratings. Since the controversy, Bud Light has shifted its focus back to traditional male-oriented concepts, including an ad featuring Travis Kelce, a tight end for the Kansas City Chiefs.
In addition to Bud Light, Anheuser-Busch will also air Super Bowl ads for Budweiser and Michelob Ultra. The Michelob Ultra ad will include global soccer icon Lionel Messi, marking his first Super Bowl commercial. This aligns with Anheuser-Busch’s partnership with Messi that began in 2020. The ad follows the brand’s sponsorship of this summer’s Copa America.