Big Brands to Sit Out Super Bowl Advertising

Sunday, January 31st, 2021 -- 11:07 AM

For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.

Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.  But the decision to not do an anthemic Budweiser ad, which over nearly four decades has made American icons of frogs chirping “Budweiser,” guys screaming “Whassup!”, and of course the Budweiser Clydesdales, showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.

The Anheuser-Busch move follows a similar announcement from PepsiCo., which won’t be advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether. (AP)

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