From Spuds MacKenzie to Real Men of Genius to the Bud Knight, Bud Light has been crashing the Super Bowl party since 1987. This year, Anheuser-Busch is bringing back some familiar faces to celebrate the real MVP: the keg. Bud Light SVP of Marketing Todd Allen explains.
Chief Marketer: Music star Post Malone, actor and comedian Shane Gillis and Pro Football Hall of Famer Peyton Manning return for this year’s spots. What made you want to run it back?
Todd Allen, SVP of Marketing at Bud Light: We’ve found magic in our trio of talent who starred in last year’s Big Men on Cul-De-Sac spot. They’re authentic, relatable, hilarious, and true fans of the Bud Light brand. In fact, this is Post Malone’s fifth Super Bowl spot with the brand.
When we look at the Super Bowl, there is absolutely no bigger stage to showcase our brand and the ridiculous humor our fans have come to love. It’s at the center of everything we do. After seeing how fans loved last year’s campaign, it was a no-brainer to bring back our iconic trio of partners.
CM: Not every Super Bowl spot is a winner. What makes for a successful ad?
TA: First and foremost, an effective ad has to resonate with the fans. Shane, Peyton and Post’s ability to connect with our audience makes them the perfect trio to help us tell the story of “Keg” this Super Bowl season. We’ve also placed Bud Light and the Keg at the center of every moment our fans care about this Super Bowl season — from our nationwide keg rebate to the “City of Kegs” activation in Boston and Seattle, to our concert in San Francisco with Bud Light Presents Post Malone & Buddies.
CM: The keg — can you elaborate?
TA: This year we’ve developed a 360-degree Super Bowl campaign that centers around an item that’s a big part of every celebration: The Keg. The keg is tapped when the party begins, and that’s exactly how we feel about our plans this year. From our brand-new Super Bowl “Keg” creative, our fan-first “City of Kegs” activation that will unleash hundreds of kegs in Gilette Stadium and Lumen Field, and our national keg rebate giving fans $60 off their kegs for Super Bowl Sunday — Bud Light is bringing the Super Bowl party everywhere our fans are.
Lynne Leahy is Editorial Director at Cynopsis.
