When viewers tune in to the Super Bowl this Sunday, they will immediately expect to see commercials hyping soda and beer. They’re going to get something else.
Coca-Cola and Anheuser-Busch InBev, two marketers that sell millions of gallons of exactly those beverages, will open the 53rd edition of the gridiron classic with messages spotlighting changes in society. A 60-second Coke ad slated to air just before the singing of “The Star-Spangled Banner” will offer a plea for unity at a time when U.S. consumers have been polarized by politics at just that pre-game moment. Minutes later, Anheuser will use the first slot of in-game ad inventory – known in the industry as “1A” – to call attention not to Bud Light or Michelob, but to a new brand of hard seltzer, a reflection that American palettes have expanded to encompass more than cold suds during a Sunday sports event.
“Unity...
Coca-Cola and Anheuser-Busch InBev, two marketers that sell millions of gallons of exactly those beverages, will open the 53rd edition of the gridiron classic with messages spotlighting changes in society. A 60-second Coke ad slated to air just before the singing of “The Star-Spangled Banner” will offer a plea for unity at a time when U.S. consumers have been polarized by politics at just that pre-game moment. Minutes later, Anheuser will use the first slot of in-game ad inventory – known in the industry as “1A” – to call attention not to Bud Light or Michelob, but to a new brand of hard seltzer, a reflection that American palettes have expanded to encompass more than cold suds during a Sunday sports event.
“Unity...
- 1/28/2019
- by Brian Steinberg
- Variety Film + TV
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