01-25-2021, 01:15 PM
New York (CNN Business) — Budweiser's Clydesdale horses have become synonymous with the Super Bowl. But this year, they're getting a rest: For the first time in 37 years, the beer company isn't advertising during the Super Bowl.
Instead, Budweiser is shifting the money that would've been spent on the commercial slot — a reported $5.6 million for the February 7 event — to support "critical Covid-19 vaccine awareness" with donations and future ad campaigns, the company said Monday.The pandemic forced Budweiser to rethink its marketing approach, vice president of marketing Monica Rustgi told CNN Business, as the alcohol industry reeled from the sudden shutdown of bars, restaurants and big events. The brand wanted to "be proactive" in promoting vaccine awareness since it will eventually lead back to normalcy, she said in an interview.Some of Budweiser's planned advertising airtime this year will be given to the Ad Council and Covid Collaborative's Vaccine Education Initiative. Last year, both organizations forged a partnership to educate the public about the vaccine's safety and effectiveness. Budweiser is donating $1 million worth of ad inventory on TV, radio and other places to the organizations for future ads.Ahead of the game, Budweiser is also rolling out a new online ad this week narrated by "Parks and Recreation" actress Rashida Jones, highlighting people coping with the virus and a group of healthcare workers that were among the first people in the US to receive the Covid-19 vaccine. It's also giving away free beer on a dedicated website.
Instead, Budweiser is shifting the money that would've been spent on the commercial slot — a reported $5.6 million for the February 7 event — to support "critical Covid-19 vaccine awareness" with donations and future ad campaigns, the company said Monday.The pandemic forced Budweiser to rethink its marketing approach, vice president of marketing Monica Rustgi told CNN Business, as the alcohol industry reeled from the sudden shutdown of bars, restaurants and big events. The brand wanted to "be proactive" in promoting vaccine awareness since it will eventually lead back to normalcy, she said in an interview.Some of Budweiser's planned advertising airtime this year will be given to the Ad Council and Covid Collaborative's Vaccine Education Initiative. Last year, both organizations forged a partnership to educate the public about the vaccine's safety and effectiveness. Budweiser is donating $1 million worth of ad inventory on TV, radio and other places to the organizations for future ads.Ahead of the game, Budweiser is also rolling out a new online ad this week narrated by "Parks and Recreation" actress Rashida Jones, highlighting people coping with the virus and a group of healthcare workers that were among the first people in the US to receive the Covid-19 vaccine. It's also giving away free beer on a dedicated website.
Confusion about the vaccine is rampant with 60% of Americans saying they don't know when or where to get it, according to a new survey from the Kaiser Family Foundation. Half of respondents said they were "frustrated" and nearly a quarter felt "angry" about the vaccine's rollout with 60% rating their state government's performance on vaccines as fair or poor.Anheuser-Busch's other brands, like Bud Light and Michelob Ultra, will air four minutes' worth of ads during the Super Bowl. But the absence of Budweiser, including in the pre- and post-game show, is something Rustgi expects people to notice.
"Some people might wonder why were not showing up at the Super Bowl, but we will just show up in a different way," she said.
Super slump?
Budweiser isn't the only big company skipping this year's game. Coca-Cola (KO)and Pepsi (PEP) both announced in recent weeks they won't be buying ads during Super Bowl LV. The sports spectacle has been "struggling to attract the degree of advertising demand it usually draws" because of the pandemic's economic affects on company's bottom lines, said research firm eMarketer. For example, Coca-Cola recently slashed 2,000 jobs as it grapples with a decline in revenue from lost sales in restaurants. Pepsi said it would rather focus its marketing efforts on its sponsored Super Bowl halftime showh
ttps://www.cnn.com/2021/01/25/media/budweiser-super-bowl-2021-commercial/index.html
"Some people might wonder why were not showing up at the Super Bowl, but we will just show up in a different way," she said.
Super slump?
Budweiser isn't the only big company skipping this year's game. Coca-Cola (KO)and Pepsi (PEP) both announced in recent weeks they won't be buying ads during Super Bowl LV. The sports spectacle has been "struggling to attract the degree of advertising demand it usually draws" because of the pandemic's economic affects on company's bottom lines, said research firm eMarketer. For example, Coca-Cola recently slashed 2,000 jobs as it grapples with a decline in revenue from lost sales in restaurants. Pepsi said it would rather focus its marketing efforts on its sponsored Super Bowl halftime showh
ttps://www.cnn.com/2021/01/25/media/budweiser-super-bowl-2021-commercial/index.html
B) 