It’s no secret that Budweiser has been a staple brand for the Super Bowl year in, year out.
We all know and love the famous commercials with the famous Clydesdales, and their presence for the Super Bowl is about as expected as Santa showing up at the end of the Macy’s Thanksgiving Day Parade.
I mean, every single year, there’s a handful of brands that you really care about, brands that make a lasting impact… Budweiser is at the top of the list.
With that being said, Budweiser will make yet another return to Super Bowl LVI after their brief absence in 2021. Sitting out last year was the first time we didn’t see a Bud Super Bowl commercial in 37 years.
The announced the news with this teaser video:
However, if you’re expecting the “good ol’ boy” beer commercials, think again…
According to Variety, Anheuser-Busch is going to use this year’s Super Bowl as a chance to promote their other products, such as Bud Light Next (a zero-carb beer), Bud Light Hard Seltzer, and Cutwater Spirits.
Michelob Ultra will also draw their advertising towards their latest Michelob Ultra Organic Hard Seltzer.
Benoit Garbe, Anheuser-Busch’s chief marketing officer, said in a statement:
“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.”
Busch Light, Michelob Ultra Pure Gold, and Stella Artois will get a much smaller advertising spotlight.
Anheuser-Busch is one of the largest spenders when it comes to Super Bowl advertisements, dropping an estimated $53 million on ads during CBS’s broadcast last year, racking up 11% of the broadcasting group’s revenue.
This year, Budweiser will offer up a spot “that recognizes American resilience.” However, there’s still no word on whether or not the Clydesdales will be used.
NBC has been seeking between $5.8 and $6.5 million for a 30-second slot during this year’s Super Bowl.