What approach is Budweiser taking in its Super Bowl ad campaign this year?
Budweiser’s Super Bowl ad, “Old-School Delivery,” features the return of the Clydesdale horses.
The ad seeks to deliver a message of resilience and return to traditional branding.
Last year’s Bud Light campaign drew backlash, impacting U.S. sales.
Anheuser-Busch has seen growth in global markets despite U.S. controversies.
Bud Light’s Super Bowl ad this year will employ humor with notable celebrities.
Anheuser-Busch continues to secure major sporting partnerships, including the Olympics and UFC.
The company’s shares have increased 11.3% over the past 52 weeks.
In the realm of Super Bowl advertisements, certain brands stand out for their storied history of memorable spots. Budweiser, a brand synonymous with iconic Super Bowl ads, has revisited its roots with the reintroduction of the esteemed Clydesdale horses in this year’s commercial titled “Old-School Delivery.” The ad marks a deliberate stride towards traditional branding and a divergence from last year’s Bud Light controversy that provoked a conservative boycott and impacted U.S. sales.
This strategic return to form embodies a broader message of tenacity and determination, virtues that not only reflect the Budweiser brand but also resonate deeply with the American ethos. After last year’s Bud Light campaign drew ire over its promotion featuring trans activist Dylan Mulvaney, Anheuser-Busch InBev (BE:ABI) (BUD) experienced mixed fortunes, with a dip in U.S. sales but growth in 80% of its international markets during the fiscal third quarter. The company has been resilient, maintaining its U.S. beer market share since late April despite the controversies.
The contrast in advertising styles is evident within Anheuser-Busch’s portfolio, with Bud Light opting for humor in its upcoming Super Bowl spot. The ad stars Peyton Manning and rapper Post Malone, harking back to last year’s comedic tone with the celebrity dance-off of Miles Teller and Keleigh Sperry. This comedic approach appears to be a recurring theme for Bud Light, setting a lighter tone within the broader branding strategy.
The Budweiser ad’s nostalgic nod, coupled with Bud Light’s humorous angle, showcases Anheuser-Busch’s adaptability in audience engagement and brand narrative. Anheuser-Busch’s commitment to aligning with popular culture is further reflected in its recent sporting partnerships, securing deals with notable institutions such as the Olympic Games and UFC. These alliances strengthen the brand’s connection with a diverse and expansive audience, reinforcing its market presence.
The result of these strategic moves is mirrored in the market performance, with Anheuser-Busch shares showing an 11.3% growth over the past year, albeit trailing behind the broader S&P 500 index’s gain of 22.9%.
In sum, Anheuser-Busch’s deft navigation through the oscillating tides of public perception and market dynamics stands as a testament to its resilience and marketing acumen. With a return to its time-honored icons and a blend of humor in its sister brand, Budweiser aims to remind us of its enduring legacy and capacity to unite viewers in a celebratory toast, even amidst the fervor of the Super Bowl’s competitive spirit.
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