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Budweiser Revamps Image with Super Bowl Commercials

Anheuser-Busch, facing tumultuous sales and a tarnished public image, is turning to familiar themes in its Super Bowl LVIII commercials.
The company has bought three ad slots totaling 2.5 minutes, highlighting Bud Light, Budweiser, and Michelob Ultra with celebrity athletes and classic humorous mascots.

Despite recent setbacks due to controversial influencer campaigns, Anheuser-Busch is emphasizing patriotism and laughter in its new strategy.

These Super Bowl spots contrast with past promotional efforts by former influencer Dylan Mulvaney, whose content sparked backlash and boycotts, severely impacting Bud Light sales.

Anheuser-Busch leverages the immense Super Bowl viewership, which exceeded 115 million last year, to rejuvenate its flagging iconic status. Ads will draw on nostalgia, starring the renowned Clydesdale horses and reintroducing popular characters, including the Budweiser Genie.

The company's lavish Super Bowl advertising, estimated to cost $21 million, reflects its determination to reclaim its market position. Humor will play a critical role, especially in the Bud Light commercial, which will introduce a new comedic figure.

Amid their marketing reboot, Anheuser-Busch also features global soccer legend Lionel Messi to mirror the diverse aspects of an active lifestyle for Michelob Ultra.

This forms part of their broader effort to move past recent controversies and reinstate its reputation through one of the biggest advertising stages.

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