A-B Taking Fan-Centered Approach In New NFL Marketing Campaign

Bud Light is relying on fan-centric marketing to support the second year of its NFL league sponsorship. In addition to the massive fantasy football promotion announced last month that will be carried on nearly one billion bottles and cans of America’s top selling beer brand, A-B has new fan-centered ads and a series of packing and promotional initiatives kicking off with the season. The spot highlights myriad fan superstitions – from rubbing a rabbit’s foot, to wearing lucky socks, arranging beer cans in a certain pattern in the refrigerator and averting eyes from a crucial play. “Every fan has rituals, we’re just trying to be part of that,’’ said Bud Light VP Mike Sundet.

NFL packaging is also a huge initiative. More than 250 SKUs of Bud Light have been converted to NFL-themed packaging, with team-specific packaging in 20 markets and NFL shield in the other 12 NFL markets. A sweepstakes supported by POS, radio and digital media offers a top prize of two regular-season tickets to an NFL team for life.