The largest brewer in the world will promote a liquid other that beer on the biggest stage in the country. Anheuser-Busch will have two ads during the February 4 Super Bowl featuring water initiatives it has.
One ad features Budweiser’s brewery that was converted to can water that provides relief for those affected by a natural disaster. A second commercial includes Matt Damon encouraging people to purchase a chalice that is Stella-Artois-branded to help people across the globe access drinking water that is clean and safe.
In its ads featuring Michelob Ultra and Bud Light, the company is taking a classic approach.
The decision made by Anheuser-Busch to promote its initiative “Better World” on the largest advertising night all year comes as beer drinkers shift from big brewers to craft beer, often made close to home. More people are demanding that companies also take stances on environmental and social issues.
The company thinks about the consumer, and knows they appreciate being close and local with the communities, but do not expect just the small entrepreneur to be closer they want the big companies as well to be closer, said Michel Doukeris the CEO at AB.
Together with the commercial, Anheuser-Busch will be announcing that it is equipping its Fort Collins, Colorado brewery to can water. Its facility in Cartersville, Georgia was previously the only brewery that could switch its production to water.
It was given large amounts of media attention after it canned water that distributors brought to help those people affected by Hurricane Harvey on the Gulf Coast.
During 2017, Anheuser-Busch provided more than 3 million cans of water in different relief efforts. Several natural disasters hit the U.S. last year. By adding a facility out west, Anheuser-Busch will be able to help communities get water quicker in that area of the U.S.
Critics will most likely view the ads by Anheuser-Busch as a way of trying to soften the image of AB InBev, its parent company, as being a huge conglomerate buying up small independent brewers.
The CEO insists it is about optics, noting that the brewer has produced over 79 million cans of water since its program started in 1988.
He added that the effort is truly sincere and it is not about managing perception, but about really attempting to make a good impact.
Super Bowl ads are annually the most expensive on television and advertisers launch new ads each year to promote their products and services in front of the hundreds of millions watching.