With A-B Deal Done, Molson Coors Brews Plans For Super Bowl LVII Marketing
Thursday, July 14, 2022 at 05:08PM By Barry Janoff
July 14, 2022: Super Bowl LVII is more than 200 days away, which means it’s a good time to talk about Super Bowl advertising.
With Anheuser-Busch recently electing not to renew its contract as the exclusive beer product during Super Bowl national broadcasts — a status for which it had paid since 1989 — Molson Coors said it plans to advertise during Super Bowl LVII.
The game, to air on Fox, is scheduled for Feb. 12, 2023 in State Farm Stadium, home to the NFL Arizona Cardinals.
Molson Coors anticipates that other beer makers will also pay for commercials during the game, anticipated to exceed the $5 million for a 30-second spot asked by NBC for Super Bowl LVI.
“Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” Michelle St. Jacques, Molson Coors CMO, said via the brand.
“After more than 30 years away, you can bet our brands are going to bring it this year. Game on.”
Specific marketing details were not shared.
As for its decision in June, “Over the past several years, we’ve been on a journey to lead future growth," Spencer Gordon, Anheuser-Busch’s vp-consumer connections, said via the company at the time.
"This requires us to constantly re-assess where and how we deploy our investments, to rebalance our portfolio and stay ahead of consumer trends.
"When it comes to sponsorships and media, we are evolving our investments so that our brands reach the right consumers, at the right time, in the right place, with the right messages.”
The company still has a major NFL presence.
This past December, Anheuser-Busch signed a five-year deal with the NFL extending Bud Light as the global exclusive beer and hard seltzer sponsor of the league through the 2026-27 season, including increased presence at such events as the NFL Draft and NFL Kickoff Weekend.
Mol
son Coors said it has several ongoing partnerships with NFL teams and top players, including Patrick Mahomes, but the NFL has restrictions on its active players actually appearing in alcohol commercials.
Molson Coors said that, for the past several years, its brands, including Coors Light and Miller Lite, have employed “creative marketing strategies” — aka guerrilla marketing — to “gain share of voice as non-official Super Bowl advertisers.”
That included opening a bar in the Metaverse for Super Bowl LVI, a platform on which a commercial for Miller Lite was aired; and challenging consumers to manually type the world’s longest browser URL.
The brand used those tactics when it broke a spot this week with Mahomes for Coors Light — not a beer, but a flashlight.
T”he Coors Light is 100% flashlight, not a beer,” explains the commercial as Mahomes takes the flashlight (which resembles a tubular Coors Light beer can) from a refrigerator.
A voiceover says, "It's perfect for camping trips, or those warm summer nights, made with high quality steel so it feels as cold as the Rocky Mountains. So sit back and crack open a Coors Light . . . flashlight.”
Limited supplies are for sale, with proceeds going to 15 and the Mahomies Foundation.
Company brands also include Blue Moon, Topo Chico Hard Seltzer and Simply Spiked Lemonade.
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