AB InBev coming with two commercial spots during Super Bowl event

The TV’s biggest event is just round the corner and Anheuser-Busch InBev once again is looking to play starring role. It is the only beer advertiser in this year’s Super Bowl.

The world’s largest brewer is learned to be having two spots for Budweiser and Bud Light. The ambition is to sell more beers and the brand to get loved by consumers, says Jorn Socquet, AB InBev’s vice president of U.S. marketing.

The beer giant will be coming up with some themes from Super Bowl campaigns of 2014 such as depicting friendship of a puppy and Budweiser’s iconic Clydesdale horses. If not, it may also take the concept from a Bud Light ad showing the brand’s consumers are “up for whatever.”

Not to forget that the official beer of NFL is AB InBev. Also, it is the biggest advertiser for last five years in the TVs Big Event, if believed to statistics revealed from ad-tracking firm Kantar Media.

For a 30-second spot NBC takes from advertisers around $4.5 million, even though AB InBev remained tight lipped in the pricing part when asked by reporters. However, it is a fact that brewer pays lower rates as they buy large number of spots.

The TVs so-called Big Event is always a critical night for marketers in which they try to grab the attention of a massive live audience at a time for their brand when TV viewership is generally fragmenting.

According to data, in 2014 the Super Bowl drew 111.5 million viewers, which is a record in its history.

It is not hidden that the event is a prime opportunity to engage Millennials, a demographic AB InBev has been looking for.

Mr. Socquet says its campaigns for the Super Bowl has been first built to be digital and then are equipped with relevant social media components targeted toward Millennials.

For the company the event just comes as beer sales volumes for its two brands that have seen a drop in sales in the US in recent years as consumers are seen to have shifted toward “craft” beers.

The earnings of the company fell 2.1 percent from January to September in 2014 and similarly in the same period the sales volumes went down too by 1.8 percent. However, still the biggest beer by volume in the US is Bud Light and Budweiser is the third largest.

The commercial of Budweiser in the event will be seen aiming to showcase quality and authenticity where as the Clydesdale horses in Bud’s ad titled as Lost Dog will appear in the 60-second spot. In fact this ad is an evolution of the Puppy Love spot of Budweiser of last year.

Brian Perkins, vice president of Budweiser, said lot of craft beer brewers give Budweiser props for being so difficult to brew and that goes un-talked until now.

Lorena used to compete twice in the National Secondary Schools Press Conference. Her love for news writing has not left her veins. As a part of Pabaon News, she exhibits timeliness and clarity.