Molson Coors Beverage Co is preparing to bring the Super Bowl-related marketing activity for its brands overground, a month after Anheuser-Busch InBev called time on its 33-year exclusive beer-marketeer arrangement with the event.
Debuting early next year, Molson Coors will return its flagship beer brands to the “national stage” during the Super Bowl in the US. Joining the likes of Coors Light and Miller Lite will be “newer brands” such as Topo Chico Hard Seltzer and Simply Spiked Lemonade on US consumers’ TV screens during breaks in the game.
Specific details about the marketing activity planned for Super Bowl LVII, scheduled for Sunday 12 February, were not disclosed.
Prior to A-B InBev’s confirmation in June that its exclusive marketing deal with the National Football League would not be renewed, Molson Coors had “employed creative marketing strategies to gain share of voice as non-official Super Bowl advertisers, from opening a bar in the Metaverse to challenging consumers to manually type the world’s longest browser URL”
Tensions between the two US beer rivals spilt over in 2019 following claims made by US unit Anheuser-Busch in its Super Bowl ad about Molson Coors’ relationship with corn syrup.
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