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|Ryan K.||Director, Creative||NY|
Male Media Opps: Bud Light Seltzer launches Super Bowl campaign amid spend increases
In its Super Bowl campaign, Bud Light Seltzer (BLS) features Guy Fieri as the mayor of the "Land of Loud Flavors." The effort gives customers the chance to have their names among the neon lights of the ad's downtown scene. The ad will likely continue rolling out, so sellers able to offer high-ROI strategies among male sports enthusiasts should contact soon to secure last-minute ad dollars.
iSpot reports that the brand spent approximately $86.5m on national TV commercials, up 27% from the approximately $68.1m it spent in 2020. BLS's 2021 commercials targeted a male-skewed audience watching programs such as NFL Football, College Basketball, The OT, Diners, Drive-Ins and Dives and Fútbol Mexicano Primera División.
Per Pathmatics, BLS ended up allocating roughly $9.4m toward digital ads in 2021, almost double the roughly $5.4m it allocated in 2020. The brand earned ~657.6m digital impressions in 2021 via desktop video (84%), Twitter (11%), Instagram (2%), desktop display (2%) and mobile display (1%) ads. The majority of last year's desktop video ads were placed site direct onto youtube.com (95%), twitch.tv, yahoo.com, news.yahoo.com and sports.yahoo.com.
Additionally, according to Magellan, BLS has aired around 118 podcast ads within the past 12 months.
As I briefly mentioned, the brand tends to target male sports enthusiasts. It targets multiple age demographics via a multi-channel strategy: it targets Gen-Z via YouTube and Twitter ads, millennials via other digital and podcast ads and Gen-X via TV. Remember, its TV commercials air during both English and Spanish shows. Parent company AB InBev also invests in print, radio, OOH and local broadcast.
Agency & martech readers - AB InBev is still in the mist of a media review that kicked off here.