January 25, 2021 – NEW YORK, NY – Today, Anheuser-Busch unveiled its Super Bowl LV 2021 advertising plans. This year’s plan takes a holistic approach, with some brands advertising in the Super Bowl national broadcast, others advertising regionally, and still others on digital and in social media.
As one of the big game’s longest-running advertisers, Anheuser-Busch knows that consumer centricity is key to delivering content and products that are relevant, meaningful, and add value to people’s lives. The brands advertising during the game reflect the company’s overall commercial strategy, which is focused on rebalancing its portfolio, enhancing connections with consumers, and driving innovation to lead future growth.
“A key learning from 2020 is that we must prioritize humanity and purpose,” said Marcel Marcondes, US CMO, Anheuser-Busch. “So you’ll see us show up differently at the Super Bowl this year, starting with a bold commitment from Budweiser, alongside spots from Michelob ULTRA and Stella Artois that provoke us to think about what matters most in life, as well as Bud Light who is celebrating all of their legends in an epic spot. Plus, Bud Light Seltzer Lemonade, Michelob ULTRA Organic Seltzer, and Cutwater Spirits demonstrate our commitment to people-first innovation.”
As the brand that represents the best of the American spirit, this year Budweiser will produce a digital Super Bowl spot that celebrates the resilience of America during a particularly challenging year. For the first time in 37 years, the brand will forego its in-game Super Bowl air-time and reallocate that investment to support the Ad Council and public awareness and education throughout the year for the COVID-19 vaccination effort. This commitment is an investment in a future where we can all get back together safely over a beer.
Anheuser-Busch will have four minutes of advertising air-time in the national broadcast, and fans will see national spots from Bud Light, Bud Light Seltzer Lemonade, Michelob ULTRA, and Michelob ULTRA Organic Seltzer. Stella Artois and Cutwater Spirits will both advertise regionally during the telecast.
In addition to the brands, this year Anheuser-Busch will produce its first-ever corporate Super Bowl commercial which launches a campaign highlighting the company’s commitment to making a positive impact on communities and playing a role in our nation’s economic recovery. The spot will remind people of the real-life moments – big and small – when being together matters most. The ad will reintroduce Anheuser-Busch as a company whose heritage as a brewer is the foundation for serving up a better way to make a meaningful impact far beyond the products it sells.
A-B’s commitment to helping in our country’s recovery began in April of 2020, when the company began leveraging its unique production capabilities to produce hand sanitizer at its Baldwinsville, NY and Los Angeles, CA breweries. Shortly thereafter, A-B announced that it would unite its sports partners to reallocate its sports sponsorship dollars and make empty stadiums available for critically needed blood drives as a result of the health crisis. Since then, Anheuser-Busch donated over $2 million in partnership with the U.S. Bartenders Guild, the James Beard Foundation and others to support the bar and restaurant industry that has been so devastated.
Anheuser-Busch’s 2021 Super Bowl spots have earned the Gold Green Seal from the Environmental Media Association. The EMA Green Seal certification for production is an established set of guidelines for sustainable production of TV, movies, and events. Anheuser-Busch will be the first major advertiser to adopt these guidelines throughout Super Bowl advertising production, reflecting the company’s commitment to building a more sustainable future.
For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram.
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