January 26, 2022 – NEW YORK, NY – Today, ahead of the NFL Conference Championships, Anheuser-Busch is revealing its Super Bowl LVI advertising plan which takes a high-octane offensive approach across its roster of brands and products. As one of the Super Bowl’s longest-running advertisers, Anheuser-Busch knows the end to the NFL season is a meaningful moment for diehard and casual football fans alike.
America’s leading brewer will use Super Bowl LVI to spotlight how its portfolio is brewed to deliver the company’s renewed purpose: to create a future with more cheers. Knowing today’s fans are watching the game across multiple platforms, Anheuser-Busch will reach 21+ consumers through its award-winning brands which will advertise during the Super Bowl broadcast nationally, regionally, and on digital channels.
“As we look to this year’s Super Bowl, we are excited to illustrate how Anheuser-Busch is accelerating its transformation and further adapting to today’s consumers,” said Benoit Garbe, Chief Marketing Officer, Anheuser-Busch. “For this year’s game, our brands will deliver content that is authentic to their purpose and centered on consumer truths – whether that be through creative that reminds viewers to find joy or content that celebrates the resilience of the American spirit. Now more than ever we believe viewers want to hear about hope, positivity, and possibility, and we’re going to deliver on those themes.”
Anheuser-Busch will have four minutes of advertising time as part of the national broadcast. Each spot kicks off a larger 360 marketing campaign, integrated across commercial and retail channels:
In addition, Busch Light, one of the fastest-growing beer brands in the industry, will have a regional TV spot during the game, broadcasting in 41 local markets such as Nashville, St. Louis and Milwaukee. Also airing regionally is Michelob ULTRA Pure Gold, the first nationally distributed USDA-certified organic lager, whose spot will air in ten markets in Florida and Texas.
Stella Artois, the iconic premium full-flavored lager with 600 years of Belgian brewing tradition, will have a spot in the Super Bowl pre-game and the regional broadcast, airing in local markets such as New York, Los Angeles, and Miami. The brand’s Life Artois campaign will build on its support of restaurant and bar industry workers.
A future with more cheers means a more inclusive future. Building on Anheuser-Busch's long-standing commitment to creating content that reflects the diversity of its consumers, each Super Bowl campaign will feature diverse representation, both in front of and behind the camera.
For more than 160 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 and beloved beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of spirits and craft beer brands that provide consumers with a choice of the best-tasting beverages 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. We are looking forward to a future with more cheers where we keep dreaming bigger to provide opportunities for our people, lift up our neighbors and make a meaningful impact in the world. For more information, visit www.anheuser-busch.com LinkedIn Twitter Facebook Instagram.
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