Bud Light To Make A Comeback At Super Bowl 2024 With Humorous Ad

Bud Light, the beer brand under Anheuser-Busch BUD, is set to make a grand return to the Super Bowl with a 60-second advertisement. This marks the brand’s significant effort to recover from a consumer boycott in the previous year.

What Happened: Bud Light, a brand that faced a consumer boycott last year, is preparing to make a strong comeback at the upcoming Super Bowl, reported The Wall Street Journal on Thursday. The 60-second ad is part of a five-month campaign around the National Football League, which is part of a broader marketing push to revive the brand after the boycott that caused Bud Light to lose its position as the top-selling U.S. beer to Modelo Especial.

"We need to make sure for these moments of massive reach that we choose the right brands to meet the moment, not only on the TV screen, but brands that can really scale out the opportunity that Super Bowl and the NFL playoffs and everything else provide,” said Kyle Norrington, Anheuser-Busch’s chief commercial officer.

The company will also run a minute-long Michelob Ultra commercial featuring soccer legend Lionel Messi and a 30-second Budweiser spot highlighting the work of its wholesalers and featuring its Clydesdale horses.

The company has been running a series of commercials since the boycott, some of which have returned to the brand’s traditional comedy style.

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Why It Matters: Bud Light’s journey to recovery has been tumultuous. The brand faced a significant backlash following a social media promotion with transgender influencer Dylan Mulvaney in April, which led to the exit of Bud Light's marketing chief, Alissa Heinerscheid. This controversy resulted in a nearly 30% drop in sales compared to the previous year.

Despite the challenges, the brand has been trying to rebuild its image. In October 2023, Bud Light inked a new multiyear marketing partnership with UFC, a mixed martial arts organization, to bring “easy enjoyment” to 21+ fans with 360-degree programming, including custom social and digital content, broadcast integration, on-site presence, and more.

Moreover, the brand has also seen a shift in public sentiment. In December 2023, musician Kid Rock, who was among the key figures in the boycott of Bud Light, announced that he was drinking Bud Light again, signaling a potential turnaround for the brand.

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