Maybe this is why IRI says Molson Coors is outperforming nearly every other major brewer in terms of industry share gains in the U.S.: It’s stepping up to one challenge after another. The latest: It will advertise on Super Bowl LVII, taking advantage of Anheuser-Busch InBev‘s decision to step back a bit from Super Bowl advertising.
A-B will still advertise on Super Bowl — a bit. But it won’t be exclusive, and Molson Coors is stepping right into the breach next year. This year, A-B focused on promoting Cutwater Spirits mixed drinks. In 2021, the Budweiser Clydesdales sat out the Super Bowl so the brewer could promote Covid vaccine awareness. Exactly how that sells beer (or Cutwater spirits, for that matter) is beyond us.
Molson Coors, of course, is having some fun with this turn of events. “After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques.
The decision “comes at a time when momentum behind our biggest brands – and our newest big bets – is stronger than it’s been in years, and we’re committed to investing behind them on the largest national stage there is,” she says. Molson Coors’ two largest brands, Coors Light and Miller Lite, have booked their strongest combined performance in years. Newer brands, including Topo Chico Hard Seltzer and Simply Spiked, are each off to rollicking starts, gobbling up share in their respective segments and helping Molson Coors establish itself as this year’s No. 1 dollar share gainer in the flavored alcohol space, data show. The company attributes these trends in part to the increased effectiveness of its marketing campaigns.
St. Jacques says allowing multiple beer advertisers back into the fold will lead to a more enjoyable viewing experience for viewers.
“Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” she said. “After almost 40 years away, you can bet our brands are going to bring it this year. Game on.”