Super Bowl 2021 drinks ad showdown | Beverage Industry Analysis

The teams for Super Bowl LV are set.

But what can we expect from the ads and marketing campaigns due to launch around the NFL’s final game of the season?

just-drinks counts down to the big game on 7 February and rounds up the adverts as they are released.

Molson Coors Beverage Co

  • Coors Light and Coors Seltzer Big Game Dream

Molson Coors Beverage Co is effectively locked out of Super Bowl commercials because of the NFL’s exclusive beer deal with Anheuser-Busch InBev. Molson plans to get around this by launching an online ad for Coors Light and Coors Seltzer. The ad, created in collaboration with psychologists, supposedly stimulates dreams in viewers by using prompts that are manifested in the subconscious during sleep. The idea is that if Coors Light cannot be at the game, it can instead infiltrate your sleep.

The ad does not go live until 3 February but a behind-the-scenes video can be viewed below.

Anheuser-Busch InBev 

Anheuser-Busch InBev won’t run a Budweiser ad at this year’s Super Bowl (see below for more details) but will still be present through Michelob Ultra. This situation may play out perfectly for A-B InBev as while Budweiser has seen long-term declines, the Michelob brand has gone from strength to strength on the back of a more fitness-focussed brand positioning.

This year’s ad for Michelob Ultra follows a pattern set in previous years – hire some famous sports people and show them having a good time. There is something new for this year, though. According to an AP report, A-B InBev will hand a Super Bowl ad slot to the new Michelob Ultra Organic Seltzer.

A-B InBev announced it would not run adverts for its Budweiser or Bud Light brands this year, two traditional staples in Super Bowl programming. In a statement to CBS News, the company said it planned to spend the money set aside for the advertising on coronavirus vaccination awareness efforts.

The company still has four minutes of advertising spots secured for its other beverage brands, according to AP.

The Coca-Cola Co

The Coca-Cola Co announced earlier this month it would not air any adverts during Super Bowl LV, saying it wanted to “ensure we are investing in the right resources during these unprecedented times.” The company last sat out the big game in 2019, breaking an 11-year streak of spots.

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