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IPFS News Link • Business/ Commerce

Bud Light's Comeback Tour Will Hit the Super Bowl, Its Biggest Stage Yet

• https://www.wsj.com, By Katie Deighton

Bud Light is returning to the Super Bowl with a 60-second ad representing the beleaguered beer's biggest bid to recover from a consumer boycott last year.

Bud Light parent Anheuser-Busch will also run a minute-long Michelob Ultra commercial featuring soccer legend Lionel Messi, as well as a 30-second Budweiser spot highlighting the work of its wholesalers and featuring its Clydesdale horses, the company said.

"We need to make sure for these moments of massive reach that we choose the right brands to meet the moment, not only on the TV screen, but brands that can really scale out the opportunity that Super Bowl and the NFL playoffs and everything else provide," said Kyle Norrington, Anheuser-Busch's chief commercial officer. "These are the brands that we thought deserve that opportunity this year."

Thirty seconds of commercial time during the Super Bowl will cost many advertisers around $7 million, but prices can vary based on factors including how many spots companies buy.

Bud Light's ad is the culmination of a five-month campaign around the National Football League, itself part of a wider marketing push to salvage the brand following the boycott that cost Bud Light its title as the top-selling U.S. beer to Modelo Especial.


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