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To celebrate the kick-off of football season, Bud Light, the official beer sponsor of the National Football League, is launching a fan-centric campaign including new TV creative and NFL- and team-specific packaging.
Bud Light’s TV campaign, “Dilemmas,” is an evolution of last year’s “Superstitions” campaign, both of which document the origins of superstitions. The spots explore the tension between fans’ beliefs that they affect the outcome of a game and the practicality of continuing their new-found superstitions. The commercials will include 30- and 15-second versions, each ending with the popular tagline, “It’s Only Weird If It Doesn’t Work.”
“Our goal is to do everything we can to enhance the NFL fan’s experience,” said Rob McCarthy, VP, Bud Light. “We know how fans think, and we understand that football becomes front and center in their lives from Kickoff weekend until the Super Bowl. Whether fans are watching at the stadium, at home or in a bar, and we’re proud to celebrate football fans’ passions for the game.”
In addition to serving as the official beer sponsor, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The brand will celebrate the start of the season by unveiling special packaging, including cans that feature the NFL Shield; team-specific cans are available in 28 markets. Commemorative glass bottles and aluminum bottles of Bud Light will also feature the NFL Shield, and secondary packaging will feature similar elements.
As part of its local partnerships, Bud Light will host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. Fans in Carolina, Denver, New York, Oakland, St. Louis and Tampa Bay will also see custom Bud Light six-pack recycling trailers rolling throughout tailgates to collect recyclables and encourage fans to keep their tailgate areas clean for the next game.
The season will culminate at Super Bowl XLVIII in New York, where the brand will host the Bud Light Hotel for the fifth consecutive year. Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and Super Bowl XLVIII imagery will be featured on all Bud Light products and packaging beginning in December.