Budweiser’s not running a commercial during this year’s Super Bowl, donating money to promote Covid vaccinations. But that doesn’t mean there won’t be Clydesdales. Except this time, they’ll be pulling a green wagon, and once a pin is pulled, they’ll be running wild through a New England town.
And the $700,000 ad buy will appear only in Boston and New York. That lets Boston Beer Co. avoid the troublesome fact that Anheuser-Busch has a lock on national beer advertising during the game. And Boston Beer’s ad buy won’t be promoting any of its beers. Rather, it will promote Truly.
Cost of the Super Bowl campaign to Boston Beer: About $2.5 million.