Molson Coors, Heineken Announce Super Bowl Ad Plans

Molson Coors, Heineken Announce Super Bowl Ad Plans
Tom Fogden
By Tom Fogden



American brewer Molson Coors and Dutch brewer Heineken have announced their respective plans for Super Bowl ad spots.

That the two brewers are advertising during the Big Game is significant, it is the first time that any alcohol company — except Anheuser-Busch InBev — has been allowed to advertise during the match. AB InBev has had an exclusivity agreement in place for more than three decades but decided to let the deal lapse as rivals found innovative ways to get around the rules.

Molson Coors

Molson Coors brews some of America’s favourite tipples, most notably Miller Lite and Coors Lite.

However, rather than choose one its forgettable, tasteless beers over the other, Molson Coors has decided to pit them head-to-head in its Super Bowl campaign.

The campaign stated with a full-page advert in the New York Times, with a can of Miller Lite next to text reading: “The big game hasn’t tasted this great in 30 years.” A Coors Light can, directly below, is accompanied by the text: “The big game hasn’t been this refreshing in 30 years.”

The rest of the campaign will be based on “taking big swings and doing something that’s never been done before — all while making sure we landed what our brands stand for,” according to CMO Michelle St. Jacques.

She also said that the Super Bowl spot will be “full of firsts – both for us as a company and for the Super Bowl itself but declined to offer any extra information.

Heineken

Dutch brewer Heineken will have a 30-second spot in collaboration with Marvel Studios promoting Heineken 0.0 and Ant-Man and The Wasp: Quantumania, which is set to be released on 16 February.

The ad will be shown during the first half and is believed to be the first spot focusing on a non-alcoholic beer in the history of the Big Game. The collaboration was first announced with a 15-second teaser.

The Super Bowl spot will also form part of a broader campaign with more television spots, in-store promotion, consumer sweepstakes and broadcast, digital and social media support through to 28 February promoting Heineken 0.0 and the new Ant-Man movie.

Want to drink in all of the latest Super Bowl-related adverts? Take a look at our ad tracker here.

Lead image credit: Molson Coors/ New York Times




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