103.4 million people tuned in to watch the Super Bowl this year, but not everyone watched it for the football game. There are always people who couldn’t care less about the game and only watch it for the commercials. Super Bowl commercials are notorious for being the best commercials put on television. This year there were a good mix of humerus ads, political ads, and social responsibility ads. For this blog, I am going to focus specifically on the Budweiser and Stella Artois commercials and why they were a success.
Budweiser released an ad that showed General Manager of the Cartersville, Georgia branch , Kevin Fahrenkrog, directing his team of employees to fill budweiser cans with clean drinking water. This branch has provided water to areas in need since 1988. The most recent event was Hurricane Irma in 2017. Budweiser has received great feedback by people responding positively to this commercial. It was a great idea because not only does Budweiser get to advertise their brand during the Super Bowl, they get to show themselves doing something for the greater good of a community. The catch phrase of the commercial was “Whenever you need us, we’ll stand by you,” with the song “Stand by me” running in the background.
Stella Artois showed a commercial featuring Matt Damon, in which he described the need for clean drinking water in third world countries. Damon is a co-founder of water.org, a company that offers small, affordable loans to communities in need of clean drinking water. Damon explains that there is a huge demand for water in remote areas of the world, in places where people must travel up to six hours per day just to get clean water to drink. He goes on to explain that if only 1% of people watching the ad buy a Stella Artois chalice, water.org can provide one million people with clean water for five years. This is a great position for Stella Artois to be in. Essentially, they have partnered with water.org to provide clean water, and will benefit greatly even if people do not purchase the chalice. They will benefit off of taking a socially responsible stance, and by working to help people in need.
Research shows that millennials in particular are more likely to buy a product from a brand that takes a socially responsible stance. Budweiser and Stella Artois have done this, and have advertised it on the biggest stage possible. Not only did they show the commercial during the Super Bowl, they have the videos posted on youtube, instagram, and their own websites. A big public relations campaign like these two will help to increase the brand image of Budweiser and Stella Artois. It will be interesting to see how many people choose to purchase these products in the future, and if other brands will follow the trend. Super Bowl 53 commercials might feature several other beer companies advertising their own socially responsible ads, not ads that feature Chris Pratt with his shirt off. (I’m looking at you Michelob Ultra)