Budweiser to sit out Super Bowl to support vaccine awareness campaign | Marketing
Jan 27 2021
Some upstart brands that saw strong sales in 2020 will keep the momentum going by airing Super Bowl advertisements for the very first time.
For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl.
Budweiser is among the first brands to create a film and donation in lieu of advertising airtime for the Ad Council and a public health initiative, COVID Collaborative's COVID-19 Vaccine Education Initiative.
Outside of television advertising, Budweiser ran an ad on social media to "celebrate the individual actions of resilience that awaken hope during a hard year". "By helping to raise awareness for COVID-19 vaccines, Budweiser is helping draw closer to a time for buds to safely reunite in person safely".
In this age of advertising audiences splintering into ever-smaller targets, the Super Bowl remains one of the last truly mass-market opportunities for advertisers.
The brand may not be running an ad during the February 7 game, but it released one to advertise the fact that it wouldn't be airing a game spot. The match will be played at the Raymond James Stadium, Buccaneers Stadium. Both teams punched their Super Bowl tickets by winning their respective championship games on Sunday.
Budweiser will still have a marketing presence around the big game.
It's the first time in 37 years that the beer company won't have a Super Bowl ad. Coke and Pepsi are skipping the National Football League game, as well. A commercial during the 2021 Super Bowl costs approximately $5.5 million, CNBC has reported.
Pepsi said, "Instead of buying a traditional 30-second in-game Super Bowl ad, we chose to double down on the 12 minutes Pepsi already has in the middle of the game - the Pepsi Super Bowl Halftime Show".
That further complicates the already delicate process of striking a tone that acknowledges what's happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand. Considered the best of the best, the company ran ads featuring everything catchphrases from frogs chirping "Budweiser", guys screaming "Whassup to those infamous Clydesdale horses, but this year don't expect to see the beer company front and center".
Super Bowl ads have come to be a marquee attraction themselves.
Companies that are running ads this year face a number of challenges.