The competition for attention between brands at the Super Bowl is ferocious and much of the groundwork is done before Game Day, with teasers and rumours spreading across social media like bushfires.
This year is a special one for alcohol brands. Anheuser-Busch InBev (AB InBev) has given up its Super Bowl alcohol sponsorship exclusivity after more than 30 years and speculation is running hot as to which alcohol brands will seize the moment. So far, Molson Coors, Remy Martin and Diageo’s Crown Royal Whiskey have announced they will be stepping into some of the empty ad spots.
For Molson Coors, it will be airing its first national Super Bowl ad in thirty-three years. And the company has made its announcement in a most intriguing way. Droga5 is creating a mystery as to which of the company’s brands will appear with a pair of ads in the New York Times that suggest it might be one of two flagship brands, Miller Lite and Coors Light.
The teaser campaign is also playing out on billboards in the US in Golden, Colorado, and Milwaukee, the birthplaces of Coors and Miller, respectively – as well as in digital placements and chats between the two brands on social media.
Last year, Miller Lite ran its game day ad in the metaverse, the first Big Game ad to premiere on the platform. The ad ran during the real life game at Miller Lite’s Meta Lite Bar within DeCentraland and mocked the Super Bowl tropes, including its rival’s Clydesdales.
The year before, Coors Light released the first Big Game commercial you can only see the night before game day in your dreams – a nifty way to get around not being able to run a Super Bowl commercial.
Other brands hoping for a big piece of the Super Bowl action are:
Kia is the first automotive brand to confirm its Super Bowl appearance. Its commercial will be created by David & Goliath.
Pringles. Its commercial will be created by Grey Group and it will be the brand’s sixth consecutive Super Bowl appearance. Here is last year’s:
M&Ms. The Mars brand stayed out of the game last year. Its 30-second spot by BBDO New York will run during the second quarter of the game and the campaign will spread across February.
Frito-Lay will run its first in-game ad for popcorn snack, PopCorners. The ad will have a tie to Breaking Bad and will star Bryan Cranson – according to an Instagram post.
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Hellman’s will make its third consecutive appearance. Its commercial will be created by Wunderman Thompson. The campaign will follow last year’s theme of tackling food-waste and will air during the third quarter of the game.
Downy. The P&G brand will run its first Super Bowl ad. Saatchi & Saatchi began its tease mid-December. Here’s why:
Avocados from Mexico is a Super Bowl stalwart. Its 30-second ad will be produced by agency, Lerma. Last year’s ad was a deviation from the strangeness that had become its Super Bowl hallmark.
Turbo Tax. Another Super Bowl stalwart. Its 10th Super Bowl ad will tell people not to do their taxes. The Wieden+Kennedy commercial will be the climax of a seven-film campaign called Come to TurboTax.
Doritos returns for the 23rd year. Its spot will feature Jack Harlow and one lucky Doritos fan selected from a TikTok competition, asking consumers to create a “triangle-inspired” dance in order to be featured in the spot.
Michelob Ultra will revive 1980 comedy, Caddyshack, with Wieden + Kennedy. The teaser ads feature CBS NFL analyst and ex-player, Tony Romo; soccer star, Alex Morgan; and boxer, Canelo Álvarez.
Last year, Michelob drew on The Big Lebowski with its two Superior Bowl spots, also by W+K.
Heineken wants viewers to stay sober with Heineken 0.0 in its 30-second spot in the first half of the game, which also promotes Marvel’s Ant-Man and the Wasp: Quantomania.
Booking.com will make its second Super Bowl appearance, a 30-second spot in the fourth quarter by Zulu Alpha Kilo and will continue the Booking.Yeah platform that was relaunched last Super Bowl with Idris Alba.
Rémy Martin will make its national Super Bowl debut during the first quarter (Cointreau’s third Super Bowl appearance). The 60-second spot by Fred & Farid New York will highlight “how teamwork and the pursuit of excellence drives us forward.”
Pepsi. No half-time show but a Pepsi Zero Sugar ad and a giveaway of up to 10 million bottles of Pepsi Zero Sugar during the playoffs and the Super Bowl. (Coca-Cola is not advertising in the Super Bowl this year.)
Weather Tech will make its 10th appearance.
The Service Christian Foundation will run two ads by Lerma – 1 30- and a 60-second spot.
Online savings platform, Rakuten, will return to the Super Bowl for the second consecutive year.
Sports betting brand, FanDuel, is running its first-ever Super Bowl spot.
Sports betting brand, DraftKings, is running its second.
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