Super Bowl drinks ads cost millions to film, with 30-second time slots costing about $5.5million according to CNBC. The game is scheduled to be played on February 7, at Raymond James Stadium in Tampa, Florida, and is expected to attract more than 100 million viewers.
While Budweiser, Coke and Pepsi have pulled out of the Super Bowl due to COVID-19, the Cointreau company will advertise during the most watched sporting event in the United States for the first time in its history.
The 30-second ad spot, titled “Love Letter”, is in support of the on-premise community in the US, which has been hard hit by the pandemic. Created in collaboration with The Independent Restaurant Coalition (IRC), the campaign will spotlight and support industry workers.
“The global pandemic has threatened the family of restaurants, bars and industry partners that help create the exceptional moments and experiences customers hold near and dear when they order a Cointreau cocktail,” explained Ian McLernon, President and CEO Rémy Cointreau Americas.
“We’re taking this opportunity to amplify their voices during one of the biggest moments of the year with our emotionally-charged “Love Letter”, an authentic testament to the industry we love and are committed to see thrive again.”
Cointreau will encourage viewers to post their own “love letter” on social networks to their favourite bars and restaurants with the hashtag #saverestaurants, or by visiting cointreau.com/saverestaurants.
While the Cointreau ad is still under wraps, here are the other drinks ads that will be running during the game:
Bud Light Seltzer Lemonade
While won’t be advertising – it will instead run spots for two subsidiary brands. The first for its new brand, Bud Light Seltzer Lemonade, is a play on what a lemon of a year 2020 was.
The Bud Light Legends ad is a trip down marketing memory lane. It gathers together the stars of Bud Light commercials from the past, including the Bud Light Knight, Post Malone and Cedric the Entertainer, to help save an overturned truck full of beer.
The ad features legendary sportspeople, alcohol and lots of smiles set to a catchy backing track – A Tribe Called Quest’s ‘Can I Kick It’.
It stars Serena Williams, LA Lakers star Anthony Davis, and legends from across different sports and eras (including Peyton Manning, Jimmy Butler, Alex Morgan, Brooks Koepka).
John Cena, of WWE fame, spruiks Mountain Dew’s newest flavour, Major Melon. It’s also got a huge contest to advertise: the first person to guess exactly how many bottles of the product appear in the ad, then tweet that to Mountain Dew, wins $1 million USD ($A1.3million).
Cena said: “A Super Bowl ad for me is a life-changing opportunity, and it’s also going to change someone’s life.
“I admire Mountain Dew’s investment in areas of passion, and they go big. That’s a mirror image of what I try to do with my life—invest in passion and go big.”
Here’s a teaser:
Rockstar Energy Drink
In this short teaser, Lil Baby promotes Rockstar Energy Drink, saying, “I wasn’t born in the spotlight. Nah.”
For Stella Artois, Lenny Kravitz notes: “We’re all born with 2.5 billion heartbeats. That makes you a billionaire. So let’s not waste the fortune within us. Invest.”
With Budweiser out of the game for the first time in 37 years, Sam Adams reimagines its iconic Clydesdales wreaking havoc on Boston.