By Barry Janoff
January 11, 2013: Anheuser-Busch said it would air six new spots during Super Bowl Sunday. Using four-and-a-half minutes on CBS, the company will help launch Budweiser Black Crown and Beck's Sapphire. In addition, the brewer said it would premiere one spot for Bud and two for Bud Light, and another featuring the company's iconic Clydesdales.
Anheuser-Busch will have exclusivity in the beer category during the national broadcast, a status it has paid for since 1989.
Thirty-second spots have averaged $3.8 million, with CBS saying this week it has sold some Super Bowl XLVII slots for upward of $4 million. However, companies such as Anheuser-Busch that purchase multiple spots generally receive a reduced rate.
Bud Light, the official beer sponsor of the NFL, will get two 60-second ads, “Journey” and “Lucky Chair." The spots will "culminate" the brand's season-long “Superstitious” campaign, which has shown traditions and strange rituals (such as facing labels to the field) used by fans to help their teams win.
Anheuser-Busch said both ads are set in New Orleans "tying the creative closely to the Super Bowl." Lead agency is Translation.
Budweiser Black Crown will get two 30-second ads — “Coronation” and “Celebration” — with the former slotted to run as the first commercial to after kickoff.
In addition, two 15-second teasers for Budweiser Black Crown will air during the NFC and AFC Championship games on Jan. 20. Anomaly is the lead agency for Budweiser and Budweiser Black Crown, which is scheduled to hit shelves nationwide on Jan. 21.
Anheuser-Busch selected the Bud Black Crown brew after asking its 12 Budweiser brewmasters "to envision their own unique version of one of the world's most iconic beers."
“Our research shows that after beer drinkers try Budweiser Black Crown, 84% would purchase it,” Nate Scudieri, senior brand manager for Budweiser Black Crown, said in a statement. “It stays true to the original Budweiser recipe but has its own unique take. It’s flavorful, smooth and highly drinkable.”
Beck’s Sapphire will make its Super Bowl debut with a 30-second ad, “Serenade.” The company said creative "features a surprise admirer [who] is mesmerized" by the bottle's sleek design. Mother is lead agency for Sapphire, which has been on shelves since Jan. 1.
Budweiser's Clydesdales will star in a 60-second spot, “Brotherhood,” which "chronicles the bond a Clydesdale foal shares with his trainer.," according to Anheuser-Busch.
“The Super Bowl is an unbeatable platform for us to launch our new brands, Budweiser Black Crown and Beck’s Sapphire, and continue building on the long-standing success of Bud Light and Budweiser,” Paul Chibe, vp-U.S. marketing for Anheuser-Busch, said in a statement.
“Not only does the game have the largest television audience of the year, but it’s an incredibly captive one because so many viewers tune in for the commercials.”
Bud's Black Crown Getting Launch Party At Super Bowl
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