Budweiser, known for its iconic Clydesdale horses, has reintroduced them in its latest Super Bowl ad. Titled “Old-School Delivery,” this marks the Clydesdales’ 46th appearance at the Super Bowl. The ad, created by Anheuser-Busch InBev, showcases the Clydesdales alongside a Labrador, delivering a timeless message of resilience and determination that embodies both the Budweiser brand and the American spirit.
Branding expert Jim Andrews describes this move as a return to Budweiser’s roots, focusing on what has traditionally worked for them. Andrews notes that animal-centered ads, particularly those featuring dogs, are often among the most popular during the Super Bowl.
Last year, Bud Light faced controversy due to a promotion featuring trans activist and actress Dylan Mulvaney during March Madness. As a result, the brand experienced a decline in U.S. sales, predominantly due to a boycott from conservative consumers.
However, while the controversy affected sales in the U.S., Anheuser-Busch saw revenue growth in 80% of its global markets during the fiscal third quarter. Furthermore, the company announced that its total beer market share in the U.S. remained stable since late April.
Bud Light’s Super Bowl Ad Takes a Humorous Approach
Bud Light, a popular brand owned by Anheuser-Busch, is taking a lighthearted approach for their Super Bowl commercial this year. The ad features a genie-themed storyline with appearances from legendary quarterback Peyton Manning and rapper Post Malone.
Last year, Bud Light also opted for humor in their Super Bowl ad, showcasing the entertaining dance moves of husband-and-wife actors Miles Teller and Keleigh Sperry.
Meanwhile, Budweiser, another brand under Anheuser-Busch, has chosen a feel-good approach for their Super Bowl spot.
Anheuser-Busch has been making strategic moves in the sports world as well. They recently secured partnerships with prestigious events like the Olympic Games and UFC, solidifying their presence in popular sports properties. This has been a successful formula for the company for many years.
These developments have had a positive impact on the company’s stock performance. Anheuser-Busch shares have seen an impressive 11.3% increase in New York trade over the past 52 weeks, outperforming the S&P 500 index’s gain of 22.9%.
Overall, Anheuser-Busch is making waves with their creative advertising decisions and smart business partnerships.
Steve Goldstein contributed.
