Budweiser announced that it is giving up its Super Bowl ad space for the first time in 37 years.
Drew Angerer / Getty Images
For the first time since Super Bowl XVII, when the Washington Football Team they beat the Dolphins 27-17 to get its first championship, the company Anheuser-Busch won’t schedule a beer ad Budweiser during the match.
Instead of the company investing money in a television commercial, it will allocate $ 1 million dollars in marketing campaigns related to vaccine awareness and education COVID-19, As reported The Wall Street Journal.
“We will continue to reach people during the Super Bowl,” he said. Monica rustgi, Budweiser vice president of marketing, to the WSJ newspaper. “Only it won’t be in the traditional sense. We continue to use the conversation and the ecosystem around the Super bowl to send a message, but we are also helping to be part of the solution so we can all enjoy a frozen Bud anytime. “
It does not mean that the Anheuser-Busch company will stop advertising during the Super Bowl LV. Although the beer Budweiser will not have a specific advertisement during the match, Anheuser-Busch will broadcast advertising of its brands Bud light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer for four minutes, according to the Ad Age site. Four minutes of broadcast is the same amount of time the Anheuser-Busch company had last year during Super Bowl LIV. The company also released a 90-second social media ad congratulating itself on not advertising.
For the first time in 37 years, we aren’t running a commercial during the Super Bowl. Instead, we’re helping to safely bring America back together again soon. Watch to learn how. pic.twitter.com/vpfnqDoDMK
– Budweiser (@budweiserusa) January 25, 2021
Cost is probably one of the reasons why other traditional advertisers on the market Super bowl, like Coca-Cola, Hyundai and Pepsi, will also comply with similar actions, although PepsiCo You will continue to sponsor the halftime show and have ample opportunity to promote your products for 12 minutes.
A Coca-Cola spokesperson told CNBC earlier this month that the company will not run an announcement during the Super bowl to “make sure we are investing in the right resources during these unprecedented times,” while a spokesperson for Hyundai told the Ad Age site that the decision not to advertise on February 7 was “based on marketing priorities.”
Budweiser plans to donate some of its ad airtime throughout 2021 to the Ad Council and COVID Collaborative, a coalition of experts in health, education and economics.
With the absence of big brands in advertising, smaller advertisers such as Vroom, DoorDash, Scotts Miracle-Gro and Fiverr will debut.
Related: Buddy and Barley, the canine duo that delivers home beers and is saving their owners’ business from the coronavirus pandemic.
Everything is magnified
After the pandemic and events like the Black Lives Matter Advertisers may encounter a greater nervousness before the reception that your ads will have by the massive audience like the Super bowlKimberly Whitler, an associate professor of marketing at the University of Virginia, told USA Today.
“If an ad is too sober, funny or inflammatory, the reaction can be significant. Everything is magnified. The risk is simply higher, “Whitler said in an interview.
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