For the first time in more than 30 years, Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII.
The company’s decision to purchase national advertising space during the game comes following the end of a beer category exclusivity deal in place since 1989. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots.
With its commitment to invest in Super Bowl LVII, Molson Coors is the first major brewer to take advantage of end of exclusivity for 2023.
The game, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one the highest-rated U.S. programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year.
And for the last 33 years, the event has been largely dominated by Anheuser-Busch.
“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.
Despite being de facto locked out of national Super Bowl advertising, Molson Coors for the past several years has found other ways to elbow its way into the big game conversation.
This year, Miller Lite became the first beer brand to open a branded bar in the Metaverse surrounding the game, and the year prior, it challenged consumers in a New York Times print ad to manually type the world’s longest browser URL for a chance to win a six-pack of beer.
Coors Light in 2021 launched its “Big Game Commercial of Your Dreams” campaign, which used a technique to guide drinkers’ dreams with prompts manifested in their subconscious as they slept.
Molson Coors’ decision to participate in next year’s big game “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,” St. Jacques says.
Molson Coors is outperforming nearly every other major brewer over the most-recent 13-week period in terms of industry share gains in the U.S., according to IRI data through July 3. Its two largest brands, Coors Light and Miller Lite, have booked their strongest combined performance in years. Newer brands, meanwhile, 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, which recently earned recognition from some of the industry’s most-esteemed awards.
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.”