Benoit Garbe, chief marketing officer at Anheuser-Busch, joined Cheddar News to discuss Super Bowl ads and what lies ahead after the company ended an exclusive deal with the big game last year.

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Anheuser-Busch Gears Up for Super Bowl Ad Game

All right. As we approach Super Bowl 57 Americans gearing up for the big game. It's gonna be a real big one this Sunday on Super Bowl, Sunday football? Just one part of the attraction though, of course, the biggest advertising event of the year as well as brand spend millions for the chance to reach a wide audience and stand out among the competition. Last year, Crypto took center stage, but in 2023, all eyes are on beer. Why not celebrate right. I'm joined now by renoir Garbutt, chief marketing Officer Anheuser Busch, which owns Budweiser and bud Light among other beer brands. Then while thanks for coming on the show, well, thank you for having me. Sunday is going to be huge. What can viewers expect? It is a big day. It is a big day of celebration for us. It's a day of beer and cheers where people come together and celebrate the big game but celebrate being together and for us as marketers, it's it's a big day for culture and creativity where we're going to see the best marketer sharing your point of view and their view of what's happening in the world around them. What of your brands will be having commercials during this year's Super Bowl. So we have four brands within our portfolio, four of our mega brands, three of them in the big game on the nash air and one regional brand as well. Amazing. I do see that you decided to end your exclusive ad deal with the Super Bowl after 33 years but still obviously running advertisements this year. What was behind that move? So it was very deliberate. We wanted to spend more money in the beer selling season, which is very much in the summer and during the NFL season in the fall. And also Super Bowl is being not necessarily exclusive anymore with regional by and digital by many players have been participating in the game but we felt confident. We have still 3.5 minutes during the game for brands. So, and we have the right creativity and strong execution in the market. Any sort of hints you can give us as to what we would expect. Yeah, I mean bud light will be coming back to the big game, but line is really the beer for the fans for the NFL and what you can expect is a new take on bud light. True to who we are easy to drink. Easy to enjoy. But with a voice that is confident, magnetic and more charismatic. Okay, so who is that? Who is the face of bud light? Can you can, you can, you know Miles Teller, the hot Hollywood star, I think you know him, you're going to see him and his wife really enjoying a nice bud light also. And during that time while being on hold on the phone call. All right, I like the sounds of that. Talk to me about the bang for your buck obviously Super bowl. Right. It is the Super bowl of advertising for the year. What kind of hits sales do you see in the wake of an event like this? What are your own projections for this year? So I mean, this is a great moment for us to start the year strong. So we're gonna be seeing a lot of execution. We've started the execution since the beginning of january, but first this is just the beginning of a full year. So what you're gonna see in the activation in market the advertising, it's just the beginning of our sales plan and for the rest of the year, I have to ask of course because a lot of people do enjoy themselves as they should on the Super Bowl. Any sort of tips on responsible drinking of course to make sure that you can't do it in a fun and safe way. So make sure you don't drink and drive. That's number one and make sure you enjoy responsibly responsibly. Are you going to be watching? I'm sure you'll be watching. I will be watching. I'll be in the stadium, but also with my team around the country, making sure that we keep track of what's happening on social media and keeping an eye on the bus being built up, any picks on who you think will win. Um two great teams. I look forward to a great game. Okay. We'll see. We'll see Benoit garb Chief Marketing Officer Anheuser Busch Benoit, thank you so much. Thank you appreciate