Michelob ULTRA, Busch Light, Budweiser, Bud Light and Stella Artois On Tap for Super Bowl LIX
Anheuser-Busch (NYSE:BUD) has announced its largest Super Bowl advertising presence among beer, alcohol, and CPG companies for Super Bowl LIX on February 9. The company will feature five brands - Michelob ULTRA, Busch Light, Budweiser, Bud Light, and Stella Artois - with three minutes of national advertising time and 45 seconds of regional advertising time.
The campaign includes Michelob ULTRA's new 'Play For An ULTRA' platform, Busch Light's continuation of 'The Busch Guide by Busch Guy' series, Budweiser's Clydesdale-featured story, Bud Light's celebrity-partnered humor campaign, and Stella Artois' return after five years with its 'Taste Worth More' campaign. The company owns the top two fastest-growing brands in the industry - Michelob ULTRA and Busch Light, with Bud Light maintaining its position as the #1 selling beer in the country.
Anheuser-Busch (NYSE:BUD) ha annunciato la sua presenza pubblicitaria più grande al Super Bowl tra le aziende di birra, alcool e beni di consumo per il Super Bowl LIX il 9 febbraio. L'azienda presenta cinque marchi - Michelob ULTRA, Busch Light, Budweiser, Bud Light e Stella Artois - con tre minuti di pubblicità nazionale e 45 secondi di pubblicità regionale.
La campagna include la nuova piattaforma 'Play For An ULTRA' di Michelob ULTRA, la continuazione della serie 'The Busch Guide by Busch Guy' di Busch Light, la storia con i Clydesdale di Budweiser, la campagna umoristica in partnership con celebrità di Bud Light e il ritorno di Stella Artois dopo cinque anni con la sua campagna 'Taste Worth More'. L'azienda possiede i due marchi in più rapida crescita del settore - Michelob ULTRA e Busch Light, mentre Bud Light mantiene la sua posizione come la birra più venduta nel paese.
Anheuser-Busch (NYSE:BUD) ha anunciado su mayor presencia publicitaria en el Super Bowl entre las empresas de cerveza, alcohol y productos de consumo para el Super Bowl LIX el 9 de febrero. La compañía presentará cinco marcas - Michelob ULTRA, Busch Light, Budweiser, Bud Light y Stella Artois - con tres minutos de tiempo publicitario nacional y 45 segundos de tiempo publicitario regional.
La campaña incluye la nueva plataforma 'Play For An ULTRA' de Michelob ULTRA, la continuación de la serie 'The Busch Guide by Busch Guy' de Busch Light, la historia presentada por los Clydesdales de Budweiser, la campaña humorística asociada a celebridades de Bud Light, y el regreso de Stella Artois después de cinco años con su campaña 'Taste Worth More'. La compañía posee las dos marcas de más rápido crecimiento en la industria - Michelob ULTRA y Busch Light, y Bud Light mantiene su posición como la cerveza más vendida en el país.
아네하우저-부시(ATR: BUD)는 2월 9일 슈퍼볼 LIX에서 맥주, 주류, 소비재 기업 중 가장 큰 광고를 발표했습니다. 회사는 미켈럽 울트라, 부시 라이트, 버드와이저, 버드 라이트, 스텔라 아르투아의 다섯 브랜드를 선보일 예정이며, 3분의 전국 광고 시간과 45초의 지역 광고 시간이 포함됩니다.
이번 캠페인에는 미켈럽 울트라의 새로운 'Play For An ULTRA' 플랫폼, 부시 라이트의 'The Busch Guide by Busch Guy' 시리즈의 연속, 버드와이저의 클라이드스데일이 등장하는 이야기, 버드 라이트의 유명인과 함께하는 유머 캠페인, 그리고 스텔라 아르투아의 5년 만의 복귀 캠페인 'Taste Worth More'가 포함됩니다. 이 회사는 업계에서 가장 빠르게 성장하는 두 개의 브랜드 - 미켈럽 울트라와 부시 라이트를 보유하고 있으며, 버드 라이트는 여전히 전국에서 가장 잘 팔리는 맥주로 자리 잡고 있습니다.
Anheuser-Busch (NYSE:BUD) a annoncé sa plus grande présence publicitaire au Super Bowl parmi les entreprises de bière, d'alcool et de biens de consommation pour le Super Bowl LIX le 9 février. L'entreprise mettra en avant cinq marques - Michelob ULTRA, Busch Light, Budweiser, Bud Light et Stella Artois - avec trois minutes de temps publicitaire national et 45 secondes de temps publicitaire régional.
La campagne comprend la nouvelle plateforme 'Play For An ULTRA' de Michelob ULTRA, la poursuite de la série 'The Busch Guide by Busch Guy' de Busch Light, l'histoire mettant en scène les Clydesdales de Budweiser, la campagne humoristique associée à des célébrités de Bud Light, et le retour de Stella Artois après cinq ans avec sa campagne 'Taste Worth More'. L'entreprise possède les deux marques à la croissance la plus rapide du secteur - Michelob ULTRA et Busch Light, Bud Light conservant sa position de bière la plus vendue du pays.
Anheuser-Busch (NYSE:BUD) hat seine größte Werbepräsenz beim Super Bowl unter Bier-, Alkohol- und Konsumgüterunternehmen für den Super Bowl LIX am 9. Februar angekündigt. Das Unternehmen wird fünf Marken präsentieren - Michelob ULTRA, Busch Light, Budweiser, Bud Light und Stella Artois - mit drei Minuten nationaler Werbung und 45 Sekunden regionaler Werbung.
Die Kampagne umfasst die neue 'Play For An ULTRA'-Plattform von Michelob ULTRA, die Fortsetzung der Serie 'The Busch Guide by Busch Guy' von Busch Light, die Geschichte mit den Clydesdales von Budweiser, die humorvolle Kampagne mit Prominenten von Bud Light und die Rückkehr von Stella Artois nach fünf Jahren mit der Kampagne 'Taste Worth More'. Das Unternehmen besitzt die beiden am schnellsten wachsenden Marken der Branche - Michelob ULTRA und Busch Light, während Bud Light seine Position als meistverkauftes Bier im Land behauptet.
- Increased investment in Super Bowl advertising, securing largest presence among beer, alcohol and CPG companies
- Owns top two fastest-growing brands in the industry (Michelob ULTRA and Busch Light)
- Bud Light maintains position as #1 selling beer in the country
- Comprehensive marketing strategy across multiple channels including general market, Spanish language, and streaming broadcasts
- None.
Insights
This Super Bowl advertising strategy represents a significant investment in brand visibility and market positioning. The decision to run five ads totaling three minutes of national airtime plus 45 seconds of regional coverage demonstrates AB InBev's aggressive push to maintain market dominance. Each brand targets distinct consumer segments: Michelob ULTRA for active lifestyle consumers, Busch Light for outdoor enthusiasts, Budweiser for traditional values, Bud Light for casual social drinkers and Stella Artois for premium segment consumers.
The timing is particularly strategic given that Michelob ULTRA and Busch Light are currently the top two fastest-growing brands in the industry. This multi-brand approach allows AB InBev to defend its market share across different price points and consumer preferences while potentially capturing new market segments. However, the substantial investment in Super Bowl advertising (typically costing
The strategic return of Bud Light to Super Bowl advertising marks a critical moment for brand rehabilitation and market reconnection. Being the #1 selling beer in the country, this platform provides an opportunity to shift consumer narrative through celebrity partnerships and humor-focused messaging. The emphasis on "good friends and cold Bud Lights" suggests a deliberate return to basic, universally appealing messaging that could help rebuild brand equity.
The diversification across multiple viewing channels (general market, Spanish language, streaming) reflects sophisticated audience targeting that acknowledges evolving media consumption patterns. This multi-channel approach, combined with retail and out-of-home activations, creates multiple touchpoints for consumer engagement, potentially driving higher campaign effectiveness and ROI. The focus on "moments that matter" across brands indicates a strategic shift toward emotional connection rather than product attributes, which typically yields stronger brand loyalty and consumer engagement.
Anheuser-Busch increases investment in Super Bowl LIX and returns with the iconic brands, the star power and the memorable stories that fans crave
Kyle Norrington, Chief Commercial Officer, Anheuser-Busch, stated, "At Anheuser-Busch we recognize the unique position that our decades of experience with Super Bowl has granted us. For our brands to be an essential part of the broadcast, the in-game experience in bars and at-home watch parties across the country is a privilege we do not take lightly. A cultural moment like Super Bowl is when we truly show the world that no one can meet the moment like we can."
Anheuser-Busch will increase its investment and return to Super Bowl LIX with five ads, three minutes of national advertising time and 45 seconds of regional advertising time. Super Bowl LIX is a jumping off point for each brand and will give viewers a glimpse into what they can expect from the country's most iconic beer brands over the next year.
- For over two decades, Michelob ULTRA, the #1 fastest-growing brand in the industry2, has been championing an active lifestyle, encouraging social athletes to give it their all, whether it's their first time on the court or they're playing to fill the trophy cabinet. Making its debut during the NFL Division and Conference Championships and Super Bowl LIX, Michelob ULTRA is upping the ante and harnessing the joy of friendly competition through its new brand platform, "Play For An ULTRA".
- Busch Light, the #2 fastest-growing brand in the industry3, returns to Super Bowl with another chapter of its "The Busch Guide by Busch Guy," a series of humorous ads that star the brand's longtime flannel-clad mascot, the Busch Guy, who provides cold and smooth survival skills for the great outdoors. This year, fans in
Florida can catch the high-octane spot on gameday, before it airs nationally starting on February 16. - For Super Bowl LIX, Budweiser is bringing its smallest star to the biggest stage alongside the world-famous Clydesdale hitch. Back with a heartfelt story that showcases the grit, resilience and dedication of the brand that has been delivering for its consumers since 1876, the commercial will air nationally on Budweiser's digital channels and in select markets during the game's broadcast.
- Bud Light, the #1 selling beer in the country4, is bringing its iconic humor to neighborhoods around the country with its Super Bowl LIX campaign. With the help of celebrity partners that highlight the brand's passion points in sports and music, the spot will emphasize that there are few things easier to enjoy than good friends and cold Bud Lights.
- Following the global launch of its "Taste Worth More" campaign in 2024, Stella Artois will continue its focus on the moments that matter with a new campaign launching at Super Bowl LIX. Returning to the big game after five years, the brand will enlist the help of iconic celebrity partners to showcase that conversations over an ice-cold Stella Artois can create meaningful connection, even when least expected.
The new creative from Anheuser-Busch and its brands will appear through national and regional campaigns inclusive of the general market, Spanish language and streaming broadcasts, pre-and post-game activations, integrations at retail and out-of-home placements in key markets.
As one of the largest and most influential sports sponsors and advertisers in the world, Anheuser-Busch is committed to bringing 21+ fans closer to the sports they love through the sponsorship of flagship events, leagues, teams, stadiums, athletes, and continued investments in communities across the country.
ABOUT ANHEUSER-BUSCH
At Anheuser-Busch, our purpose is to create a future with more cheers. We are committed to earning our place in the moments that matter to our consumers and making a meaningful impact in our communities across the country. 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 a dedicated network of more than 65,000 hardworking Americans across
1 Circana Total US MULC for the 13 weeks ending 12.29.24
2 Circana Total US MULC for the13 weeks ending 12.29.24
3 Circana Total US MULC for the13 weeks ending 12.29.24
4 Circana Total US MULC for the13 weeks ending 12.29.24
Media Contact: Lily Herring, lily.herring@anheuser-busch.com
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SOURCE Anheuser-Busch
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