Friday, January 17, 2014

Anheuser-Busch to dial back on Super Bowl XLVIII TV ads, focus on core brands

It is that time of year: With the Super Bowl fast approaching, folks are waiting for Super Bowl television commercials teasers -- and more -- to appear. While
Anheuser-Busch hasn't gone that far yet, it did detail its plans for Super Bowl XLVIII, the New York Times reported on Tuesday.

In 2012, Anheuser-Busch ran two spots for a new beer, Bud Light Platinum, along with two for Budweiser and two for Bud Light, for a total of xix. Last year, the company ran three commercials for a pair of new products, Budweiser Black Crown and Beck’s Sapphire, along with one commercial for Budweiser and two for Bud Light, again totaling six ads.

This year, the company is focusing on its core brands, with plans calling for five commercials in total, two for Budweiser and three for Bud Light. The Super Bowl will be played on Feb. 2, 2014.

The five ads that Anheuser-Busch plans to run will total three and a half minutes of commercial time in Super Bowl XLVIII. In both 2012 and 2013, the company bought four and a half minutes of ad time. Notably, for those who have never noticed, the company is the exclusive beer advertiser for the Super Bowl, and pays a fee to be such.

Given that, Paul D. Chibe, vice president for United States marketing at Anheuser-Busch, said that the company has "flexibility” in terms of the amount of commercial time it buys from year to year, doing so “based on our needs.”

While trailers and videos aren't yet available, Anheuser-Busch detailed the following ads:

One Bud Light ad will promote the Cool Twist bottle. Cool Twist is a new resealable aluminum package, which Chibe said was the result of a corporate investment of $150 million. The ad will be the first commercial to be shown in the first ad break of the first quarter (Anheuser-Busch has owned that premium ad spot for many years).

That ad will run 30 seconds.

In addition, the company said it will also change the Bud Light ad themes, with “Here we go,” which was introduced at the 2010 Super Bowl, being replaced by “The perfect beer for whatever happens.” Two commercials will be devoted to explaining the new theme; those spots, 30 seconds and 60 seconds, will tell “one cohesive story” about an “epic night,” Rob McCarthy, Bud Light vice president, said.

That leaves the two Budweiser ads, and Anheuser-Busch executives are still deciding which of the two Budweiser commercials to appear in the game will run 30 seconds and which will run 60 seconds. One thing for sure, though: “The Clydesdales will return” in both the Budweiser spots, said Brian Perkins, vice president for Budweiser. “They have become icons of the Super Bowl just as they have become icons of the brand."

For those wondering, Bud Light is first in American beer sales and Budweiser is third, bracketing Coors Light between them.

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