ALL NEWS

Budweiser joins Coke, Pepsi brands in sitting out Super Bowl

Jan 25, 2021, 6:38 AM | Updated: 6:41 am

This image provided by Budweiser shows two health care workers getting vaccinated in an advertiseme...

This image provided by Budweiser shows two health care workers getting vaccinated in an advertisement Budweiser is running before the Super Bowl. 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. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.(Budweiser via AP)

(Budweiser via AP)

NEW YORK (AP) — 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. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.

Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.

But the decision to not do an anthemic Budweiser ad — which over nearly four decades has made American icons of frogs chirping “Budweiser,” guys screaming “Whassup!”, and of course the Budweiser Clydesdales — showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.

“We have a pandemic that is casting a pall over just about everything,” said Paul Argenti, Dartmouth College professor of corporate communication. “It’s hard to feel the exuberance and excitement people normally would.”

The Anheuser-Busch move follows a similar announcement from PepsiCo., which won’t be advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.

These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.

“I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl,” said Charles Taylor, marketing professor at Villanova University. “With COVID and economic uncertainty, people aren’t necessarily in the best mood to begin with. There’s a risk associated with messages that are potentially too light. … At the same time, there’s risk associated with doing anything too somber.”

The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it’s not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theaters and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn’t advertise this year to ensure it’s “investing in the right resources during these unprecedented times.”

To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M’s, Pringles, Toyota and others.

Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. 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.

“It’s a tough year to do an ad,” Argenti said. “It will be a good year for creative companies who figure out how to thread that needle.”

Monica Rustgi, Budweiser’s vice president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a “multi-million dollar” commitment that includes donating airtime throughout this year for the nonprofit the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.

Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser’s donation.

In the era of social media and digital advertising, brands aren’t limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser’s Rustgi said. Budweiser’s Super Bowl step-back also won’t be long-term, she said.

“The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see,” added Dartmouth’s Argenti. “An event that draws that many people to the advertising is never going to go away.”

——-

Durbin reported from Detroit.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

All News

Traffic moves on I-15 in Salt Lake City on Thursday, May 18, 2023. UDOT says we will see heavy traf...

Britt Johnson

Easter weekend and spring break will bring heavy traffic this weekend, UDOT predicts

Spring Break and Easter could team up this weekend to create some heavy traffic. 

4 minutes ago

"Burn Book," by longtime Silicon Valley reporter Kara Swisher is seen, Friday, Feb. 23, 2024, in Sa...

Jeff Caplan

Jeff Caplan’s Minute of News: Telling tales about tech bros

Kara Swisher’s new book paints an ugly picture of Silicon Valley.

1 hour ago

pets...

Curt Gresseth

Don’t surrender pets to a shelter. Send in a pro to reverse bad behavior, says Utah trainer

An expert discusses controlling the unwanted behavior of pets.

2 hours ago

Exclusive video obtained by KSL NewsRadio shows Salt Lake hit-and-run in the Avenues neighborhood. ...

Eric Cabrera

WATCH: Exclusive video shows woman survives Salt Lake City hit and run

KSL NewsRadio has exclusively obtained footage of a Salt Lake City hit-and-run, where a woman was struck while out for a run in the Avenues.

2 hours ago

Defense attorney John Prior questions David Warwick during Chad Daybell's preliminary hearing in Fr...

Emma Keddington

Judge orders gag order for upcoming Chad Daybell case

Judge Steven Boyce has issued a gag order in the Chad Daybell case, after Daybell's attorney spoke with a media outlet.

2 hours ago

colorado river...

Adam Small

More than half of the Colorado River’s water is being used for farming, study finds

The Colorado River provides water to 40 million people in seven states, including Utah, as well as Mexico.

2 hours ago

Sponsored Articles

Mother and cute toddler child in a little fancy wooden cottage, reading a book, drinking tea and en...

Visit Bear Lake

How to find the best winter lodging in Bear Lake, Utah

Winter lodging in Bear Lake can be more limited than in the summer, but with some careful planning you can easily book your next winter trip.

Happy family in winter clothing at the ski resort, winter time, watching at mountains in front of t...

Visit Bear Lake

Ski more for less: Affordable ski resorts near Bear Lake, Utah

Plan your perfect ski getaway in Bear Lake this winter, with pristine slopes, affordable tickets, and breathtaking scenery.

front of the Butch Cassidy museum with a man in a cowboy hat standing in the doorway...

Bear Lake Convention and Visitors Bureau

Looking Back: The History of Bear Lake

The history of Bear Lake is full of fascinating stories. At over 250,000 years old, the lake has seen generations of people visit its shores.

silhouette of a family looking over a lake with a bird in the top corner flying...

Bear Lake Convention and Visitors Bureau

8 Fun Activities To Do in Bear Lake Without Getting in the Water

Bear Lake offers plenty of activities for the whole family to enjoy without having to get in the water. Catch 8 of our favorite activities.

Wellsville Mountains in the spring with a pond in the foreground...

Wasatch Property Management

Advantages of Renting Over Owning a Home

Renting allows you to enjoy luxury amenities and low maintenance without the long-term commitment and responsibilities of owning a home.

Clouds over a red rock vista in Hurricane, Utah...

Wasatch Property Management

Why Southern Utah is a Retirement Paradise

Retirement in southern Utah offers plenty of cultural and recreational opportunities. Find out all that this region has to offer.

Budweiser joins Coke, Pepsi brands in sitting out Super Bowl