The Super Bowl is a good enough place to advertise beer if you want to sell beer indiscriminately to the American drinking public, which is why Anheuser-Busch InBev has been doing it since long before “InBev” was even a glimmer in Carlos Brito’s eye. But the Big Game is bigly expensive, and even ABI is looking further afield these days for captive audiences, ongoing activations, and “sticky” innovations that transcend standard ad spots and social spend. Besides, the days of the flagship megabrand have largely passed the beer business by, forcing beer marketers and brewers alike to identify niches for untapped riches. So if you wanted to lock down the lager dollars of, say, 25- to 54-year old couch-bound cowboys, you wouldn’t bother advertising your former-glory legacy brand during the Super Bowl. You’d embed your beer bottles directly in their Super Bowl: “Yellowstone.”
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