Move over crypto, booze ads are flooding the Super Bowl
Move over crypto. Booze is back. For the first time in more than three decades, Super Bowl viewers will see ads from alcohol brands other than Anheuser-Busch. In June, the Budweiser brewer gave up its rights as the exclusive alcohol brand in the big game.
“We’ve been waiting over 30 years for this moment,” said Sofia Colucci, global vice president of marketing for the Miller brands at Molson Coors. “It took us less than 30 seconds to decide that we wanted to buy an ad.”
Heineken, Rémy Martin cognac and Crown Royal whiskey will also air ads during Sunday’s game between the Philadelphia Eagles and Kansas City Chiefs on the Fox network.
The flood of alcohol commercials will help fill the void left by cryptocurrency companies. Last year, there were so many spots from the much-hyped sector that it was nicknamed the Crypto Bowl. Larry David, for example, starred in an ad for FTX that said: “Don’t be like Larry. Don’t miss out on the next big thing.”
After crypto crashed last year, FTX and its peers abandoned plans to return to the big game, according to Mark Evans, head of ad sales at Fox Sports. FTX collapsed in November and its founder, Sam Bankman-Fried, has been charged with fraud.
Despite concerns about a potential recession, advertisers were still willing to pay top dollar to be in the biggest TV event of the year. The 2022 Super Bowl drew 112.3 million viewers on NBC’s platforms.
Fox has sold out in-game Super Bowl commercials but is still selling spots for pregame and overtime, if there is one, Mr. Evans said. The network sold 30-second ads for over $6 million on average, with some exceeding $7 million, a record. The company expects to generate more than $500 million in advertising revenue from the game.
There will be some notable differences this year, in part because of the slowing economy and tighter ad budgets. Fewer travel brands are expected to appear, according to the trade publication Ad Age.
While crypto firms will be less visible, another buzzed-about technology will make an appearance. Avocados From Mexico will have an ad that directs viewers to a website where they can write tweets using the AI platform ChatGPT, the chatbot that’s become a viral hit.
The biggest changes result from Anheuser-Busch not renewing as exclusive alcohol advertiser, a deal that began in 1989. The brewer, famous for spots featuring its Clydesdale horses, has retooled its marketing approach, although it will still have ads.
Crown Royal whiskey will have an ad starring Foo Fighters frontman Dave Grohl. Heineken will promote its nonalcoholic beer, with Paul Rudd starring as the Marvel superhero Ant-Man. Rémy Martin’s commercial will feature tennis icon Serena Williams.
For years, Molson Coors tried various tactics to grab attention during the Super Bowl, despite begin barred from buying a national ad in the game. The brewer of Coors Light and Miller Lite has run Super Bowl-oriented spots online and on local TV stations. Last year, it opened a bar in the Metaverse.
This year, leading up to its first national Super Bowl spot, Molson Coors is asking viewers to predict the details of its ad, like the number of beers, how many people have facial hair and the type of dog pictured behind the bar. Fans can make picks on DraftKings’ app and have a chance to win a share of $500,000.