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SBD/January 11, 2013/Marketing and Sponsorship
A-B To Tout Black Crown, Sapphire In Super Bowl Ads Alongside Stalwarts Bud, Bud Light
Published January 11, 2013
MORE DETAILS: AD AGE’s E.J. Schultz reports one of the Black Crown Super Bowl ads is “expected to include a scene of a brewmaster saluting a group of American beer drinkers.” Two 15-second "teaser ads" will run during the NFC and AFC Championship games for Black Crown, which Chibe referred to as a "modern expression" of Budweiser. The Sapphire spot “will run sometime after halftime.” The two Bud Light ads, via Translation, will continue the NFL-themed "Superstitous" campaign and both are "set in New Orleans.” The Super Bowl will be played at the Mercedes-Benz Superdome. Schultz writes it is “somewhat surprising that A-B InBev did not choose to plug Platinum during the Super Bowl,” as it debuted the drink during last year's game. But the brand is “likely to get more airtime soon -- perhaps during an upcoming winter awards show such as the Grammys” (ADAGE.com, 1/11).
DRINK TO THIS: USA TODAY’s Laura Petrecca notes Super Bowl XLVII will be “overflowing with beverage promotions.” In addition to A-B, other beverage-product advertisers during the game include Coca-Cola, PepsiCo, MiO and home soda-making machine seller SodaStream. Most of the beverages will “leverage the splashy game ads with Super Bowl tie-ins via social media and in-store promotions.” Meanwhile, Pepsi and A-B, which are both NFL sponsors, are “combining their brand power for joint retail displays.” Pepsi’s soft drinks, as well as “its chips such as Doritos, will be touted alongside A-B’s brews” (USA TODAY, 1/11).